Your brand position is the distinct, strategic territory your brand occupies in the market and in the mind of your customer. It articulates a set of deliberate choices that align your company’s capabilities with specific market needs and timing. It clarifies what you stand for, why your solution is credible, and what type of buyer you’re built to serve.

Your brand position should answer five fundamental questions:
• What differentiator(s) do we alone own in the marketplace?
• How do we deliver our differentiation(s)?
• Why are we in business, why do we differentiate as we do?
• Who are we in business to support? Do they value our differentiation(s)?
• When does it matter? When do people engage us? Is it for our differentiation(s)?
Your brand position drives pricing power, competitive separation, and internal alignment across teams. Without it, everything from sales to strategy slows down.

Differentiators are the specific, observable traits, tactics, or capabilities that set your brand apart from others in your category. They are how your position comes to life—functionally, emotionally, and experientially.
Must be:
• Relevant to what your market values
• Embedded across operations, hiring, training, and day-to-day decisions
• Distinct enough to elevate your brand as the preferred choice in your category

Differentiators might include product features, speed to service, unique delivery models, proprietary processes, cultural alignment, tech, or perspective. They aren’t generic selling points. They’re the levers that justify why a buyer opts to support you, stays with you, and advocates for you.
Differentiators should evolve in response to shifting markets, competitor behavior, and customer needs, but they should never drift from your core positioning.