What is a functional positioning?

A functional positioning is a basic concept for positioning a brand. Functional positioning focuses on solving a specific problem or on one clear benefit.

This basic concept usually has a clear or practical approach and often seems simple due to its straightforward nature.

A brand with successful functional positioning is associated by the entire market with one benefit or solution and thus occupies a unique market position.

There are two major risks or pitfalls with functional positioning as a basic concept:

• If the relevance of the benefit or solution on which the functional positioning is built decreases, the market position can be drastically affected. Although good positioning always allows room to respond to changing market conditions, it is difficult to completely change the basic concept. A brand that was once ‘the cheapest’ does not suddenly become ‘the best’.
• It often happens that functional positioning is insufficiently translated into a benefit or solution for the customer. Especially in a B2B environment, there is a tendency to sell the drill instead of the hole. This makes it harder for customers to assign a position to the brand compared to competitors.

Read more about functional positioning and other types of positioning that you can use as a basic concept for your positioning.