The Step-12 is to define your brand’s Positioning.
Brand Positioning, in simple terms, is the place or position which your brand holds in the minds of your customers. Whenever your customers think of a product or a service they think of a relevant brand name which can address their need or problem. The number place at which your customer thinks of your brand, is your brand positioning.
You can elevate your brand positioning to the top of your customers mind with consistent brand marketing efforts to promote your brand which satisfies your customers need or problem vis-à-vis your competition.