Can Australian SMEs own multiple positioning territories simultaneously? The short answer is yes, but it’s increasingly difficult and requires careful planning. Historically, businesses aimed for a single, dominant position in the market – ‘the reliable choice’, ‘the innovative leader’, or ‘the value provider’. However, the market is fragmenting, and customer expectations are evolving. We’re seeing a shift towards nuanced needs and a willingness to engage with brands that address multiple facets of their lives.
The key isn’t simply *having* multiple positions, it’s managing the inherent tensions. Trying to be everything to everyone usually results in being nothing to anyone. A successful multi-positioning strategy relies on clearly defined, yet complementary, territories. Think of it less as ‘contradiction’ and more as ‘expansion’.
- Segment Specificity: Each position must resonate strongly with a distinct customer segment. Don’t try to be ‘premium and affordable’ to the same buyer. Instead, position for a premium experience with one group and a value-driven offering with another.
- Brand Architecture: A strong masterbrand is crucial. Sub-brands or product lines can then occupy different positions without diluting the overall brand equity. Consider how Unilever manages diverse brands like Dove (emotional wellbeing) and Omo (practical cleaning).
- Communication Consistency: While positions differ, the core brand values must remain consistent. This builds trust and prevents customer confusion. Your brand voice should be adaptable, not schizophrenic.
- Resource Allocation: Supporting multiple positions requires dedicated resources – marketing spend, content creation, and sales efforts. Spreading yourself too thin will weaken all positions.
Looking ahead to 2026 and 2027, this complexity will only increase. Customers will have more choices and higher expectations for personalised experiences. We anticipate that businesses successfully navigating multiple positions will be those that invest in robust data analytics to understand their segments and tailor their messaging accordingly. This isn’t about abandoning focus; it’s about expanding your reach strategically.
Ultimately, the viability of multiple positioning depends on your business’s size, resources, and the competitive landscape. We recommend conducting a thorough market analysis and developing a detailed positioning map before attempting this strategy. A clear understanding of your target segments and their needs is the foundation for success.
