Descriptor and positioning: don't mix them up
A descriptor is the label on a piece of clothing. It tells you quickly what the thing is. Positioning is the story you tell about that piece of clothing.
What a descriptor is
A short, literal explanation that answers the question "What is it?". Wildberries → online store. Tinkoff → online bank. Yandex Eats → delivery service. A descriptor is a fact.
What positioning is
The distinctive place a brand holds in the customer's mind. It answers the questions "how are you better?", "who is it for?" and "why should I choose you?". Positioning is a strategy, an emotion and a promise.
Comparison
- Descriptor = what is it? (a statement of fact, 2–4 words)
- Positioning = what makes it different? (a fuller concept)
- Example for coffee shops: "a chain of coffee shops" vs "a third place between home and work"
Examples from Russian brands
- Sber: descriptor "bank"; positioning "a financial and technology partner for life"
- Perekrestok: descriptor "supermarket"; positioning "the neighbourhood store where everything is always fresh and good quality"