Brand Positioning vs. Brand Strategy
Brand Positioning vs. Brand Strategy: What’s the Difference and How Can Small Businesses Use Both?
When it comes to building a strong brand, two terms often come up: brand positioning and brand strategy. While they’re closely related, they serve different purposes—and understanding both can help your small business stand out, whether you’re in Northern Michigan or serving customers across the country.
What Is Brand Positioning?
Brand positioning is about where your brand sits in the minds of your customers compared to competitors. It answers questions like:
- Why should someone choose your business over another?
- What unique value do you offer?
For example, a coffee shop in Traverse City might position itself as the “go-to spot for locally roasted, ethically sourced coffee with a cozy, community vibe.” That’s a clear position that differentiates it from big chains.
What Is Brand Strategy?
Brand strategy is the big-picture plan for how your brand will achieve its goals. It includes:
- Your mission and vision
- Target audience
- Messaging and tone
- Marketing channels
- Long-term growth plans
Think of brand strategy as the roadmap, while brand positioning is the destination you want to occupy in your customers’ minds.
How Are They Similar?
Both aim to create a strong, recognizable brand that resonates with your audience. They work together:
- Positioning defines your unique spot in the market.
- Strategy ensures every action reinforces that position.
How Can Small Businesses Use Big Company Tactics?
Big brands invest heavily in branding—but small businesses can apply the same principles affordably:
- Know Your Audience
Use social media insights and local feedback to understand what your customers value. - Create a Consistent Message
Whether you’re in Petoskey or Grand Rapids, make sure your website, social media, and in-store experience tell the same story. - Leverage Digital Tools
Tools like Canva, Google Business Profile, and affordable website builders can help you look polished without breaking the bank. - Tell Your Story
People love supporting local businesses with a mission. Share why you started and what makes you different.
Why It Matters for Michigan Businesses (and Beyond)
Northern Michigan businesses often thrive on community and authenticity. By combining strong positioning with a clear strategy, you can compete not just locally but nationally—especially online.
Ready to Build Your Brand?
At Noacol Creative, we specialize in helping small businesses, freelancers, and entrepreneurs in Michigan—and across the country—get online and grow their presence affordably and effectively.