Positioning or branding: what is the difference?
OK, here is where the academies start to split hairs over definitions. From my point of view, positioning describes the measurable differences between your offering and that of the competitors. It really is a look backwards (ie, a historical view) based on the evidence gathered by experience or market research. It says what is in your target market's minds.
Good positioning is what makes you unique. It is an expression of how your target market describes your firm when compared to your competitors. It is important to understand this is the customers' view, not yours. It is their perception of your firm and how it stacks up to the competition. Consider positioning as a customer review or report card of you stack up to the competition.
Meanwhile, branding is bigger in scope and more ethereal in that it expresses why your customers are loyal or prefer your brand. Maybe less measurable than positioning, but still real, branding is a covenant between the provider and the customer.
Branding is an expression of value. Good brands are authentic, differentiated, and consistent. You can not fake a good brand, it must express your uniqueness, and it was be reliable.
You build your brand by creating an image delivered by your logo, tag line, fonts, name, use of color, and sounds: they communicate your ideas, your values, and your personality. Every contact or touch of your customer reinforces the brand.
That is all you really need to know.
