Brand positioning:

Brand positioning refers to the place that a brand occupies in the mind of the customer and how it is distinguished from products from competitors. In order to position products or brands, companies may emphasize the distinguishing features of their brand (what it is, what it does and how, etc.) or they may try to create a suitable image (inexpensive or premium, utilitarian or luxurious, entry-level or high-end, etc.) through the marketing mix. Once a brand has achieved a strong position, it can become difficult to reposition it.
Positioning is one of the most powerful marketing concepts. Originally, positioning focused on the product and with Ries and Trout grew to include building a product’s reputation and ranking among competitor’s products. Primarily, it is about “the place a brand occupies in the mind of its target audience”. Positioning is now a regular marketing activity or strategy. A national positioning strategy can often be used, or modified slightly, as a tool to accommodate entering into foreign markets.

Content positioning:

Content creation without strategy often leads to disparate content with no core themes or purpose. This is confusing to your target audience and can negatively impact your brand’s credibility.
Additionally, a lack of strategy can lead to generic content, and generic content simply doesn’t cut it any more. Generic content is unlikely to rank organically. Generic content doesn’t get shared. Generic content doesn’t engage people and is therefore unlikely to deliver against your wider marketing objectives. 
If you skip the strategy and head straight to delivery you’re in danger of creating content which could either confuse or alienate your audience, or fail to reach them at all.


Reputation management (sometimes referred to as rep management, online reputation management or ORM) is the practice of attempting to shape public perception of a person or organization by influencing online information about that entity.