How do you find a brand’s position?
TL;DR — If I wanted to find out how other people feel and think about you, would I start with what you say about yourself, or find out what other people are saying about you when you’re not in the room? And yet every idiot online is doing the first.
Watch what experts with years in the field do when they try to answer that.
They read the homepage and scroll through the founder’s LinkedIn, the tagline, the last six posts, and the deck, if they can get it.
Every one of those was written by the company. All of them are completely wrong by a universe.
A position is the space a brand occupies in the customer’s mind. The customer’s mind is the location.
So, the website tells you what the company would like to occupy. It’s a statement of intent, filed by an interested party, about real estate it doesn’t own.
You can read all of it and still not know the answer.
You can answer what their offer is and what their framing says.
There’s another pickle.
You can’t just ask customers, either. A question that costs someone nothing gets you a cost-free answer. Around 60% say yes when there’s no consequence attached, and about 46% do so when there’s a real chance they’ll have to pay. Ask a customer what your brand means to them, and you’ll get a considered, generous, slightly flattering performance.
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