Our Top 8 Examples of Brand Positioning

Firstly, What is Brand Positioning? 

Brand positioning focuses on what your brand does to stand out from its competitors. Your brand’s purpose is important. The values your brand has that others don’t also matter.

Both of these help your brand stand out in your customers’ minds. This allows them to recognize and connect with your brand. If you would like more information on brand positioning check out our previous blog here. 

Might be of interest – Branding Positioning Benefits

Our Top 8 Brand Positioning Examples

Domino’s Pizza

Domino’s may not be the first brand that comes to mind for brand positioning. However, if we look closely, we can see clear signs of strong brand positioning. In the UK Domino’s is one of the few ‘take outs’ that delivers to almost every area of the UK. Many of their competitors cannot deliver to as many places because they do not have physical stores. 

Why Domino’s Pizza Brand Positioning? 

Domino’s large quantity of stores allows delivery to lots of places. This helps them stand out when customers decide where to order pizza. Customers know they will be available in almost any location. Competitors such as Papa John’s, Pizza Hut and Pizza Express can’t match Domino’s delivery options. 

How did Dominos Achieve This? 

Domino’s fundamental idea was to invest in delivery. From market research they found a spot perfect for them.

Whilst competitors like Papa Johns invested in better ingredients and PizzaHut on experimental pizza, domino’s looked at convenience. Getting pizza to customers faster and easier than ever before. This investment in Tech is why it is still a mainstay for so many throughout the UK. 

Amazon’s Brand Positioning

A list on brand positioning would not be complete without Amazon. Amazon is, of course, an international retailer. Offering online purchases of goods and services offering next day delivery and a huge variety of items. 

Why Is Amazon so Good? 

Amazon have built up a huge authority in the online and soon-to-be physical marketplace. They’ve built their brand positioning on the ability to get products very quickly. As well as to find almost anything, essentially making themselves a global marketplace.

Their competitors can’t match delivery times, nor the amount of stock. Amazon are also moving into more physical shops and also into data and entertainment. 

ZipCar

ZipCar is a ride sharing app that allows users to rent cars by the hour using cars found throughout cities. Growing in popularity especially for individuals 25 – 35 in cities due to the number of car-less households. 

ZipCar’s Brand Positioning

ZipCar set itself apart from the regular rental companies like EuroCar and Hertz as being friendly, simple and everywhere. The Fellow Team all live and work within London. From our personal experience we can’t walk down a street without seeing a ZipCar at least once.

So what makes their positioning so much better? They looked at the market and understood individuals don’t need a car most of the time. They typically need a car for a few hours and they want it to be easy and relatively affordable.

The ability to see a ZipCar and hire it within seconds is convenient. Their brand positioning focuses on the convenience they can offer in comparison to their competitors.  

Tesla 

Tesla is an electronic car company focusing on bringing electric cars to everyone. As a new company, they are working hard to reach their goal.

They plan to start with a sports car. Next, they will create a business car, a family car, and a more affordable option. With ultimate goals to make electric cars cheaper, more accessible and more useable.

Why Tesla Brand Positioning? 

Tesla have made a name for themselves in the electric car market as the best out there. With many Rival electric cars being ‘Tesla killers’. This idea that their car could knock Tesla off the top of the electric car pile. However, this sentence alone states why they’re still at the top.

Tesla have built a reputation as cool, environmentally friendly and super easy to use. They’ve done this through consistent brand messaging and highly functional design.

The Body Shop

The Body Shop sell cruelty-free skin care and hair care products. They do not test their products on animals, and the company focuses keenly on environmentally friendly actions. 

The Body Shop’s Brand Positioning Example

The Body Shop originally found great success as being one the first big names to supply cruelty-free products. This gave the brand an instant positioning as a sustainable company. With this approach, customers would quickly recognize the brand by its values, not just by its products. Now, however, other competitors have grown in popularity offering similar services or products.

Ikea Home and Office Furniture

Ikea is a home and office furniture company offering simple to build, cheap, reliable furniture. With well laid out show rooms and a shopping experience not offered by many companies. 

Ikea’s Brand Positioning 

Ikea has made their brand known as a one-stop shop for all types of furniture. However, this isn’t their only position. They also offer a shopping experience unlike that of many other companies offering a similar product.

Ikea’s showroom layouts, furniture mazes, and tasty hot dogs and meatballs make shopping a unique experience. This is why they are the first brand that comes to mind when thinking of furniture in general, let alone cheaper flat-pack furniture. 

IBM Computer Processors

IBM is a computer processors manufacturer and supplier. They offer processors for computers be it Microsoft or Apple. First started in the 1911, IBM have made a name for themselves as one of the best places to buy a processor from.

IBM’s Brand Positioning

IBM has been the global dominant force in processers for almost 40 years. But what is their brand positioning tactic that has led them to where they are today?

They focus on development. They make their products faster and easier to get than their competitors. They have also increased their market power by buying competitors and partnering with global leaders. This includes their efforts in hubs like Shenzhen.

They positioned their brand to be in almost every computer. This added a level of trust that no other company had in this market. They were able to put themselves into every computer by offering a range of high-quality, competitively priced products. 

John Lewis 

John Lewis is a high street chain, top-quality department store. Offering products both from their in-house brand and other selected brands of clothes, furniture, food and electronics. In a pretty competitive market, John Lewis have positioned their brand to be the best within it, but how? 

John Lewis’ Brand Positioning

John Lewis have positioned their brand as the friendly high-end department store. A store that everyone can shop in, particularly around Christmas time.

As well as enticing high-quality adverts, they also maintain a high-end appearance while keeping the cost competitive. They do this by offering a price match option to its customers and supplying a range of fixed-priced products. They’ve positioned themselves as the sophisticated department store for everyone. 

How to Improve Brand Positioning

Strong brand positioning ensures your business stands out from competitors, resonates with customers, and builds long-term loyalty. If you’re looking to strengthen your brand’s positioning, here are some key strategies to consider:

1. Define Your Unique Value Proposition (UVP)

A well-positioned brand clearly communicates what makes it different. Ask yourself:

• What problem does my brand solve that others don’t?

• What unique benefits do we offer?

• Why should customers choose us over competitors?

Take Tesla as an example—while other car manufacturers focus on affordability, Tesla differentiates itself through innovation, technology, and a strong commitment to sustainability.

2. Understand Your Target Audience

Brand positioning should align with what your audience values most. Conduct market research to determine:

• Who your ideal customers are

• What motivates their purchasing decisions

• How they perceive your brand vs. competitors

For example, ZipCar identified that urban dwellers needed short-term, hassle-free car rentals. By catering to this specific need, they positioned themselves as the go-to car rental service for city life.

3. Maintain Consistent Messaging & Branding

A strong brand is easily recognizable across all touchpoints. Ensure consistency in:

• Brand voice and tone (formal, friendly, authoritative, etc.)

• Visual identity (logo, colors, fonts)

• Customer experience (online and offline interactions)

John Lewis excels at this by consistently delivering high-end yet accessible department store experiences. From in-store customer service to their heartwarming Christmas ads.

4. Leverage Storytelling

Consumers connect emotionally with brands that tell compelling stories. Share your brand’s journey, values, and mission to create a lasting impression.

• Highlight the impact of your products or services on customers’ lives.

• Showcase real stories from satisfied customers.

• Use emotional appeals to foster a deeper connection.

For example, The Body Shop doesn’t just sell cruelty-free products. They tell stories about sustainability and activism, reinforcing their ethical positioning.

5. Stay Ahead of Industry Trends

Brand positioning isn’t static—it evolves as industries change. Stay ahead by:

• Monitoring competitor strategies and market shifts

• Adopting new technologies or sustainability efforts

• Engaging with your audience through emerging platforms

Amazon continually adapts to customer needs by expanding into new markets, from cloud computing (AWS) to physical retail stores. Their ability to anticipate trends keeps them at the forefront of e-commerce.

6. Avoid Common Brand Positioning Mistakes

Many brands fail to position themselves effectively due to:

• Being too generic – If your brand message is too broad, it won’t resonate. Define your niche.

• Lack of differentiation – If you offer the same benefits as competitors, why should customers choose you?

• Inconsistent messaging – Changing your brand voice or values too often confuses customers.

IBM, for instance, has maintained its positioning as a leader in computing for decades. They’ve done this by consistently focusing on innovation and reliability.

What Do You Think of Our Brand Positioning Examples? 

Let us know what you think of our brand positioning examples in the comments. If you’re looking for help on positioning your brand like some of those we mentioned get in contact with us. You can find all our brand positioning information on this page.