Why Brand Positioning Comes First in PR

Before a single pitch is sent, a seasoned publicist will always ask: How is this brand positioned?

That’s because strong PR isn’t just about securing coverage—it’s about telling the right story to the right audience in a way that makes a brand unforgettable. And that starts with brand positioning.

So, what is brand positioning?
At its core, brand positioning is the space your brand occupies in the minds of your ideal audience—and what makes you different from everyone else. It’s the reason someone remembers you, chooses you, and trusts you. It defines who you are, what you do, who you serve, and what kind of transformation or value you offer.

Why publicists start here:
When we begin working with a client, our first job is to get clear on how they’re showing up—because the media can’t tell a strong story without a clear sense of identity. This goes for product & founder-facing brands.

That positioning shapes every pitch angle, every subject line, and every press conversation that follows.

Without clarity, it’s easy to get lost in the noise. But with the right positioning, even a small brand can stand out in a crowded inbox.

Your positioning should be consistent everywhere:
Website, social bios, podcast intros, email pitches, it should all tell the same story. That’s how trust is built, opportunities are unlocked, and visibility becomes a growth strategy (not just a moment in time).

For founders looking to get press-ready, defining your positioning isn’t just a “nice to have,” it’s your launchpad.