Here’s a quick test for you.

What’s the first thing that comes to your mind when you hear the name ‘Amul’?

Is it the utterly butterly delicious girl? The witty billboard ads? Or the trust of generations?

Now, how about why you think that way?

Most people can’t tell. And that’s okay because that’s the power of strong positioning, brought to life through sharp, consistent messaging.

But here’s the truth: most brands (especially the ones just getting started) get these two things completely mixed up. They start writing ads before deciding who they are. They craft taglines before figuring out what they want to be remembered for.

Let’s clear the confusion, once and for all.

 

Positioning vs. Messaging: What’s the Difference?

 

Think of positioning as your brand’s “place” in someone’s mind.
It’s not what you say, it’s what people believe about you.

And messaging? That’s how you communicate that position to the world.

They’re deeply connected. But they’re not interchangeable.

When you get them wrong, your brand ends up sounding like a generic elevator pitch: forgettable and full of fluff.

Let’s break it down with some real-world (read brand) examples.

 

Positioning: The Mental Space You Own

 

Say “Royal Enfield,” and what comes to mind?

Heritage. Brotherhood. A slow, rugged ride through the Himalayas.

That’s not an accident. Enfield isn’t just selling motorcycles, it’s selling a feeling of timeless adventure, legacy, and soul-stirring journeys.

Their Brand positioning is not “we make great bikes.” It’s “we make bikes for people who ride to feel something.”

And they’ve built everything, from product design to brand culture,  around that.

Key takeaway: Positioning is what people believe about your brand based on what you consistently do, not what you say.

 

Messaging: The Way You Tell That Story

 

Now, take Tanishq for instance.
Positioning: ‘Jewelry that blends tradition with modern emotion.’

Messaging: Campaigns like “Marriage Conversations,” “Ekatvam,” and “Rivaah” — emotionally rich, culturally rooted, and always moving with the times.

Whether they’re celebrating interfaith marriages or spotlighting widow remarriage, the words, visuals, and stories they choose are all aligned with one positioning: progressive tradition.

Key takeaway: Messaging turns positioning into something people can feel and respond to — through words, visuals, tone, and timing.

 

Where Most Brands Go Wrong

 

1. They Lead With Messaging Before Defining Positioning

This is the #1 mistake we see, especially with startups and early-stage businesses.

They jump straight into writing website copy, running ads, or crafting email sequences without taking a step back and asking: What do we stand for? Who are we really for?

It’s like decorating a house before building the foundation.

We once worked with a SaaS founder who spent thousands on marketing consultants to improve their landing page conversion. But after reviewing everything, the real issue wasn’t the copy. It was the lack of clarity around who the product was for and why it mattered. The positioning was fuzzy, so no message could stick. 

Fix: Start by answering —

• Who are we for?
  
• What unique value do we bring?
  
• What do we want to be known for?

 

2. Trying to Say Everything At Once

Another trap: trying to be everything to everyone.

We get it. When you’re proud of your product or service, you want to shout about every feature, every benefit, every award.

But here’s the truth: if you try to say everything, people hear nothing.

Clear positioning helps you focus. Messaging helps you communicate that focus simply and powerfully.

Example: Paper Boat

They don’t scream “we make juice with great packaging, no preservatives, Indian nostalgia, and a cool vibe!”

They simply say: Drinks and memories.

That’s it. And everything from packaging to copy reinforces that.

Fix: Let your positioning guide your focus. Say less, but say it better.

 

3. One Message for Everyone

Your positioning stays consistent, but your messaging should flex depending on the audience.

Whether you’re talking to a 60-year-old investor or a 22-year-old Instagram scroller, the story needs to feel like it’s meant for them.

Example: Zomato

Same brand. But different tones for users, delivery partners, and restaurant partners. Their Twitter voice isn’t the same as their investor deck. But it’s all rooted in the same witty, hyperlocal, food-first positioning.

Fix: Define audience-specific messaging frameworks. Ask:

• What does this person care about?
• What problem am I solving for them, in their words?

 

Positioning and Messaging in Harmony

 

Let’s go back to basics with an analogy.

Imagine your brand is a book.

• Positioning is the genre and core storyline. It tells us what kind of story we’re in for, who the characters are, and what makes this book different from others.
• Messaging is the writing style, voice, and cover design. It brings the story to life and connects emotionally with the reader.

Without a strong plot (positioning), beautiful writing falls flat. Without good writing (messaging), even the best plot goes unread.

You need both — working together.

 

So, How Do You Get It Right?

 

Here’s a simple framework for brand clarify your brand’s positioning and build strong messaging around it:

Step 1: Clarify Your Positioning

Ask:

• Who is our ideal customer?
• What core problem do we solve?
• What unique value do we bring?
• What are we not?
• What’s the one word or phrase we want to own in our customer’s mind?

Step 2: Craft Your Messaging Pillars

Based on your positioning, develop:

• A clear value proposition
• Supporting messages (benefits, features, proof)
• Brand voice and tone
• Audience-specific messaging variations

Step 3: Test and Refine

Messaging isn’t set in stone. Test different headlines, product descriptions, emails, and ad copy. Pay attention to what resonates. Adjust as needed — but always stay rooted in your core positioning.

 

Final Thoughts

 

Here’s the big takeaway: positioning is strategy; messaging is execution.

If your brand isn’t growing the way you want, if people don’t “get” what you do, or if your message isn’t landing, don’t just rewrite your homepage. Step back. Revisit your positioning.

Once that’s locked in, build your messaging around it with empathy, clarity, and consistency.

Remember,

A strong brand isn’t built by saying more. It’s built by saying the right thing to the right people, in the right way.

 

And if you’re still unsure…

 

At 30TH FEB, we’ve helped brands from heritage businesses to new-age disruptors get clarity on who they are and how to communicate it with soul.

WWe dive deep into your brand’s DNA and bring out a story that sticks in minds, hearts, and markets. Because clarity is not just beautiful, it’s profitable.

Ready to unlock your brand’s voice the right way Let’s talk.