Everything from your social media, website and advertising down to your in-store experience affects how your audience sees and feels about you. What do you want people to think when they experience your Brand? Smart positioning is crucial in defining how a brand wants is perceived by its target audience relative to its competitors and indeed what audience is targeted. It enables the brand to occupy a unique and meaningful space in the minds of consumers, making it easier for them to connect emotionally. It involves identifying a unique and compelling space in the market that sets the brand apart and meets the needs and desires of its customers. Effective brand positioning helps consumers understand what makes the brand special, it fosters trust and loyalty.