In a crowded market, being "good" isn't enough. You need to be different and communicate why that difference matters. That's where a positioning strategy comes in.
Whether you're launching a new business or refining your brand, this blog will help you understand what positioning means, why it matters, and how to craft a strategy that sets your small business apart.
Why Positioning Matters in Marketing
Your positioning strategy defines how your brand is perceived by your target audience, particularly in comparison to your competitors. It's the foundation of your messaging, marketing, and customer experience.
Without clear positioning:
- Your brand can feel generic or forgettable
- Customers may not understand what makes you different
- You risk competing on price instead of value
With strong positioning:
- You attract the right customers
- You build brand loyalty and trust
- You stand out in a saturated market
Key Elements of a Positioning Strategy
A great positioning strategy is built on four core components:
1. Target Audience
Who are you trying to reach? Your positioning should speak directly to your ideal customer's needs, values, and pain points.
Ask:
- What problems are they trying to solve?
- What motivates their buying decisions?
- What do they value most - price, quality, convenience, ethics?
2. Competitive Landscape
Understanding your competitors helps you identify gaps and opportunities for growth.
Ask:
- Who else is targeting the same audience?
- What are their strengths and weaknesses?
- How are they positioning themselves?
Use this insight to find your white space - the area where you can stand out.
3. Unique Value Proposition (UVP)
Your UVP is the heart of your positioning. It answers the question: Why should someone choose you over the competition?
A strong UVP is:
- Clear and concise
- Focused on benefits, not just features
- Aligned with what your audience cares about
4. Brand Voice and Messaging
Once you know what you want to say, you need to decide how to say it. Your brand voice should reflect your values and resonate with your audience.
Examples:
- Friendly and conversational for a lifestyle brand
- Professional and authoritative for a B2B service
- Bold and edgy for a disruptive startup
Examples of Great Positioning
Here are a few real-world examples to inspire your own strategy:
- Innocent Drinks: Positioned as fun, friendly, and health-conscious. Their tone is playful, and their packaging reflects the natural ingredients they use.
- Mailchimp: Known for being approachable and easy to use, especially for small businesses. Their branding is quirky but professional.
- Warby Parker: Positioned as stylish, affordable eyewear with a social mission. They stand out by combining fashion with purpose.
Each of these brands knows precisely who they're speaking to, and how to speak their language.
How to Create Your Own Positioning Strategy
Follow these steps to define your brand's position:
- Identify your target audience: Who are they? What do they care about?
- Research your competitors: What are they doing well? Where are they falling short?
- Define your unique value proposition: What makes you different—and better—for your audience?
- Craft your positioning statement: Use this simple template: For [target audience], [brand] is the [category] that [unique benefit] because [reason to believe].
- Example: For busy parents, FreshBox is the meal kit service that saves time without sacrificing nutrition, as we deliver pre-prepared, chef-designed meals in under 20 minutes.
- Align your messaging and visuals: Ensure that your website, social media, and marketing materials consistently reflect your positioning.
Final Thoughts
Your positioning strategy is more than a tagline, it's the lens through which your audience sees your brand. When done right, it helps you attract the right customers, communicate your value clearly, and build a brand that people remember.