Positioning your brand or product in the market means clearly defining what sets your brand apart from competitors and how you solve customer problems better. This is often referred to as the “big brand idea” and includes elements like a brand manifesto and style guidelines. Brand positioning is not permanent and may need to be adjusted as new competitors emerge and market trends change. Research is a crucial part of developing a brand positioning strategy and can involve investigating current trends, consumer behavior, and cultural changes. The 4 C’s of marketing framework (Consumer, Competitors, Culture, Company) can be used to guide this research. The output of the research can inform a positioning statement or a more comprehensive presentation to clients.
https://www.briefmix.com/startup/positioning