Ask ten founders what their brand's positioning is. You'll get ten different things: a tagline. A mission statement. A list of values. A description of the target customer. An explanation of the product. Not one of them is a positioning. This confusion is not a small problem. It means most Indian brands are making design decisions, pricing decisions, and communication decisions without the one strategic foundation that those decisions depend on. So let's be precise about what

There's a founder we think about often. She'd invested a couple of lakhs on a rebrand eighteen months before we spoke. New logo. New colour palette. A 47-page brand guidelines document her team was proud of. A launch video that looked expensive. And yet, her sales team still couldn't explain what made the company different. Her website converted at under 1%. Every investor meeting ended with some version of "can you clarify your positioning?" Customers loved the product but c