Before deliberating on which channels to upload what content, there is something you must clarify first: 'Who wants our brand to be remembered by, and for what values?'—this is positioning. If the answer to this question wavers, all subsequent marketing activities are likely to lose their direction.

Three questions to summarize positioning

First, who exactly are our brand's customers? You should be able to picture a specific person, rather than vaguely 'everyone.'.

Second, what value can only we offer compared to competing brands? You must clarify where to place your emphasis: price, quality, or experience.

Third, if a customer were to describe our brand in a single sentence, what would it be? The clearer this sentence is, the much easier it becomes to select future content and channels.

Positioning is not a one-time decision but a standard that is continuously refined as a brand grows. The more solid this standard is, the more efficiently you can use your marketing budget and time.