Brand Positioning for Startups
Positioning comes down to answering one of two questions:
- Why buy one? (Benefit oriented)
- Why buy yours? (Differentiation oriented)
Startups who are alone in defining their category need to focus on the first question. Those in crowded categories (either a new market with several nascent entrants or a more developed category with the usual suspects), the emphasis needs to be on why buy mine.
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Life-long learner. Passionate about leadership, entrepreneurship, philosophy, Buddhism & SF. Founder @deepstash.
Focusing on the logo and brand values before having a business is like putting the cart before the horse.
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