Positioning isn’t about your product, features, or even your brand. It’s about something far deeper—a singular, human emotion that connects your audience to what you represent.

Think of the world’s most iconic brands:

• Tesla doesn’t just sell cars. It sells innovation and hope.
• Nike doesn’t sell shoes. It sells triumph and perseverance.
• Coca-Cola doesn’t sell beverages. It sells happiness.

At its core, positioning is the space you own in someone’s mind—the idea that defines you, differentiates you, and makes you unforgettable.

The Psychology of Positioning

To understand positioning, we need to understand how the human mind works. Our brains are wired for efficiency. They use shortcuts, called schemas, to organize and recall information. These schemas allow us to categorize brands and concepts quickly:

• Volvo = Safety
• Axe = Mating Game
• Red Bull = Energy

But here’s the catch: The brain doesn’t remember just anything. It prioritizes information that is:

1. Simple: Complexity confuses; clarity resonates.
2. Emotional: Emotionally charged experiences stick in memory.
3. Distinct: What stands out is more likely to be remembered.

Brands that successfully position themselves align with these principles, embedding their message deep into the audience’s mind.

Positioning Is About Emotion

At the heart of every strong position is emotion. Why? Because emotion is the brain’s language for meaning. When people think of a brand, they don’t just recall facts—they feel something.

Take these examples:

• Dove: Taps into self-acceptance with its “Real Beauty” campaign.
• Apple: Inspires creativity with its “Think Different” campaign.
• Harley-Davidson: Embodies freedom and rebellion.

These campaigns amplify the position but are NOT the position itself. A strong position isn’t what your product does—it’s what your audience feels when they think about you.

How to Craft a Position That Resonates

Crafting a powerful position requires intentionality. Here are three steps to guide you:

Find Your Atomic Core
Your position starts with a singular idea—a blank space you invent and claim.

• Ask: What’s the one idea only you can own?
• Example: Red Bull didn’t just compete with soda or coffee. It created a new category—energy drinks—and owned the concept of human potential and peak performance.

Tie It to an Emotion
To resonate deeply, your position must evoke an emotional response.

• Ask: What do you want people to feel when they think of your brand?
• Example: Tesla ties its innovation to hope for a sustainable future.

Reinforce Relentlessly
Positioning isn’t what you say—it’s what you do. Every interaction, feature, and experience must echo your position.

• Ask: How does every touchpoint—your product, ads, customer service—reinforce your position? Think of it as an inside-out business strategy (IQ) and an outside-in brand strategy (EQ).
• Example: Starbucks positions itself as a “third place” between home and work. Its stores, cups, and barista interactions all reinforce this idea.

The Invention of Blank Spaces

In the context of positioning, blank spaces represent unclaimed or unexplored mental and market territory. The most successful brands don’t just fill existing gaps—they create entirely new spaces:

• Tesla: Invented the space between luxury cars and environmental consciousness.
• Airbnb: Created a middle ground between hotels and couch-surfing, positioning itself as a place of belonging.
• Salesforce: Pioneered the “Cloud CRM” category, carving out a blank space that others hadn’t recognized.

To identify your blank space, ask:

1. What unmet needs exist in your category?
2. What emotional or functional gaps can you fill?
3. How can you reframe your industry’s narrative in a way that only you can own?

Positioning for the Long Term

The best positions aren’t static—they evolve with cultural shifts and customer needs. But they always stay true to the brand’s atomic core.

Think about brands that have stood the test of time:

• Nike: Continues to inspire athletes with its timeless message of perseverance.
• Patagonia: Aligns its positioning with climate activism, resonating with socially conscious consumers.
• Apple: Innovates constantly but always ties back to its core of empowering creativity.

A strong position aligns with human values and drives cultural movements, making it relevant not just today but for decades to come.

Your Challenge

Positioning isn’t just a marketing exercise—it’s the foundation of your brand’s identity. It’s business strategy. It’s how you shape perception, create meaning, and build loyalty.

Here’s how to start:

1. Define your atomic core.
2. Connect it to a singular emotion.
3. Reinforce it across every touchpoint.

Remember, positioning isn’t about what you sell—it’s about what you mean. Own the emotion. Own the space. And in doing so, own your audience’s loyalty.