Why do some mobile apps become market leaders while others, even with brilliant functionality, remain invisible?

Often, the answer isn’t in the code or the UI, but in one fundamental thing: Positioning.

Strong positioning isn’t just a clever tagline. It’s the strategic foundation that defines why customers should choose you. Over the years at Dreambit, we’ve confirmed that projects built on clear positioning achieve their goals significantly faster.

I’ve compiled 7 key principles that help us and our clients build products that win their market. 👇

1. Positioning is your business’s DNA. It must be authentic to you and your team. If you don’t truly believe in it, neither will your clients. It can’t be delegated – it’s a collaborative effort.

2. The core idea is what matters. If your can explain in their own words who you are and why you’re better, your positioning is working. The specific wording is secondary to the essential meaning

3. From the CEO to the project manager, everyone on the team must understand “what we offer.” Otherwise, an engaged user will don’t understand core value of your product, and trust will be lost

4. Positioning takes time to take root. Be prepared to consistently repeat the same core message for 2-3 years to solidify your place in the market’s mind. Constantly changing your direction leads nowhere

5. Strong positioning always means consciously saying “no” to one part of the market to become indispensable to another. You can’t be a low-cost carrier and a premium brand simultaneously. Focus is power.

6. Good positioning often feels obvious to you because you live it every day. But for your user, it must be a fresh and valuable insight. Don’t look for complex words – look for the simple truth about what makes you unique

7. User choice matters. Your positioning must be built around the most critical factors influencing their decision – be it reliability, speed, service, or a unique service model