What exactly is brand positioning, and why does it matter more than a nice logo?

Ever notice how some brands just... click? You instantly get what they're about, who they're for, and why they're different. That's positioning at work. Brand positioning is about figuring out exactly where you fit in your market and in people's minds. It's the foundation that everything else sits on - your messaging, your visuals, your website, the whole lot. Without it, you're essentially building a beautiful house on sand. The logo might look brilliant, the website might be gorgeous, but if you can't clearly explain why someone should pick you over someone cheaper, all that pretty design is doing a lot of heavy lifting for not much result.