We’ve seen countless Australian small and medium enterprises with fantastic products or services fail to truly take off. Often, it’s not about the quality of what they offer, but *how* they present it to the market – their positioning. Getting this wrong can kill growth before it even begins. Positioning isn’t just about what you do; it’s about owning a specific space in the customer’s mind. Here are some common positioning errors we consistently observe.
One major issue is **‘feature-dump’ positioning**. Australian businesses often try to be everything to everyone, listing every single feature instead of focusing on the core benefit. Customers don’t care about features in isolation; they care about solutions to their problems. A clear positioning statement highlights *how* you solve a specific problem better than anyone else. Think less ‘we have X, Y, and Z’ and more ‘we help [target customer] achieve [desired outcome] by [unique mechanism].’
Another killer is **under-differentiation**. In a crowded market, blending in is a death sentence. Many businesses position themselves as ‘just another’ option, offering no compelling reason for customers to choose them. We see this frequently with service-based businesses. You need to identify a genuine point of difference – perhaps a unique process, a specialised skillset, or a focus on a niche customer segment. This isn’t about being ‘better’ overall, it’s about being distinctly different in a way that matters to your ideal customer.
We also find businesses fall into the trap of **irrelevant positioning**. They target too broad an audience, or focus on needs that aren’t strong enough to drive purchasing decisions. For example, positioning a premium product based solely on price is rarely effective. Thorough market research is crucial to understand your target customer’s motivations, pain points, and what they truly value. This informs a positioning that resonates and drives demand.
- Confusing ‘value’ with ‘cheap’: Australian consumers often appreciate quality and are willing to pay for it. Positioning solely on price can devalue your offering.
- Ignoring competitor positioning: You need to know how your competitors are positioning themselves to carve out your own unique space.
Ultimately, effective positioning is about clarity and relevance. It’s about making a promise to your customers and consistently delivering on it. If you’re unsure where your business stands, a positioning workshop with a marketing specialist can provide invaluable insights. Don’t wait until 2026 or 2027 to address this – a strong, well-defined position is the foundation for sustainable growth, starting now.
