Strategy vs. Positioning

Alright, let’s clear something up: brand strategy and brand positioning. They often get tossed around like they’re the same thing, but spoiler alert—they’re not. 

Strategy = the big-picture roadmap for your brand’s goals.

Positioning = where your brand stands in the minds of your customers. 

Think of positioning as your brand’s “seat” in a crowded room full of competitors. Today, we’re diving into how to make sure your seat is the comfiest one in the room—by using the power of the opposite. 

Trust me, it’ll make sense in a minute.

What Do I Mean by Considering the Opposite?

Picture a protein bar brand. Actually, picture all of them—because there are a lot. They are like gremlins; someone’s gone and got them wet and now they won’t stop replicating themselves. You can’t walk into a store without being slapped in the face by a hundred choices. This is where positioning becomes critical. Without it, you’re just another bar in a sea of bars, and let’s be honest—no one wants to be just another bar.

Here’s a Generic Positioning (aka, Don’t Do This)

Let’s say our protein bar brand goes with this positioning: “We are the most delicious, sustainable protein bar with clean ingredients for active people.” Sounds… fine, right? I mean, who doesn’t love something delicious, sustainable, and clean? But here’s the catch: everyone could say this. It’s so generic that it could be on any protein bar label at Whole Foods, and no one would blink.

And Here’s the Opposite (Just for Fun)

Now, let’s flip that: “We are the least delicious, non-eco-friendly, highly processed protein bar for sedentary people.” This, my friends, is awful. Nobody in their right mind would use this as their positioning—unless they’re really into the irony thing. So, if the opposite sounds laughable and not like a real strategy, your original positioning is probably too bland.

Let’s Look at a Targeted Positioning

Here’s a better idea for our protein bar: “We are the protein bar for young, high-achieving professionals who don’t have time to eat during their busy days.” Now we’re talking! It’s specific, it’s targeted, and it speaks directly to a certain type of person. High-fives all around.

And the Opposite Could Work Too!

Here’s where it gets fun—flip it: “We’re the protein bar for retirees, helping them get the nutrients they need when they have trouble consuming enough calories.” Boom. This positioning also works! It’s targeted, it fills a need, and it doesn’t sound ridiculous when you consider the opposite. Now that’s a real strategy.

Time for a Gut Check

Is your brand positioning generic? Could it apply to just about every other brand in your category? If so, you’re in trouble. Ask yourself these questions:

  • Is it generic? If it sounds like something everyone else could say, it’s time to rethink.
  • Is it targeted? Who’s your actual audience? If the answer is “everyone,” your positioning is just a big ol’ shrug.
  • Does it fill a real need? Are you solving a genuine problem for your target consumer? The protein bars for young professionals and retirees are solving real, specific needs.

This is the Key to Great Packaging Design

Once you’ve nailed down your brand positioning, guess what? Your packaging gets a whole lot easier to design. When you know exactly who you’re targeting, you can create packaging that speaks directly to them—and only them. It’s like crafting a secret handshake that your consumer instantly recognizes.

Packaging Design: Dos and Don’ts

So, how do you take that awesome positioning and turn it into packaging that stops people in their tracks? Here are a few basics:

  1. Say what it is, and who it’s for: The fastest way to lose folks is to make them guess what your product is. Don’t play hard to get.
  2. Stand out, have stopping power: Look at what everyone else is doing, then do something different. If all the protein bars are using muted colors, go bold. Be the peacock in a sea of pigeons.
  3. Speak your audience’s visual language: If your brand is for retirees, don’t give them a design that screams “extreme sports.” And if you’re targeting young professionals, maybe skip the old-timey farmhouse vibes. Know your audience.
  4. Communicate your differentiator (aka, your UVP or USP): Why are you better than the other guys? If your packaging doesn’t make that clear, you’re just another pretty box on the shelf.

Pick a Path

If you’re serious about standing out, start by positioning your brand in a way that has a real, actionable opposite. The stronger and more targeted your brand positioning, the more distinct and effective your packaging will be. Because generic strategy leads to generic packaging—and we both know you can do better than that.

Need to work on your Positioning? Check out our Food & Bev Brand Bootcamp or send us an email.