Positioning in marketing is how you want your audience to perceive your brand, product, or service.

As the originators of “positioning” Al Ries and Jack Trout defined it, “positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect.”

It starts as an internal perspective, a framework used by your company to define what makes your offering special.

But ultimately what matters is how people think of you.

And that’s where messaging comes into play.