As Australian SMEs navigate increasingly competitive markets, getting your market positioning right is crucial. It’s not enough to simply *have* a position; you need one that genuinely resonates and, importantly, sticks in the minds of your target customers. We often see businesses struggle with this, investing in branding and messaging that fails to create lasting impact. So, what makes positioning truly memorable?
It comes down to a few key elements. Firstly, simplicity is paramount. Customers are bombarded with information daily. A complex or convoluted position is easily forgotten. Think about how market leaders like Bunnings position themselves – ‘lowest prices, widest range’. It’s instantly understandable and easy to recall. We recommend boiling your positioning down to a single, clear statement.
Secondly, differentiation is vital. What makes you genuinely different from the competition? Simply being ‘good’ isn’t enough. You need to identify a unique benefit or approach that sets you apart. This isn’t about features; it’s about the value you deliver. For example, a local bakery might position itself as offering ‘authentic sourdough, baked fresh daily using traditional methods’ – a clear point of difference from supermarket bread.
Thirdly, consistency across all touchpoints is non-negotiable. Your positioning needs to be reflected in your website, advertising, social media, customer service – everything. Inconsistencies create confusion and erode trust. We advise developing a brand guide to ensure everyone in your organisation understands and upholds your positioning.
- Emotional Connection: Positioning that taps into customer values or aspirations is far more likely to resonate. Think about brands that position themselves around lifestyle or community.
- Credibility & Proof: Back up your positioning with evidence. Testimonials, case studies, and data can build trust and demonstrate that you deliver on your promises.
Finally, remember that positioning isn’t static. While core values should remain consistent, we recommend regularly reviewing and refining your positioning to ensure it remains relevant and effective, particularly as the market evolves. A quick positioning audit in early 2026 could be a worthwhile investment to prepare for any shifts in consumer behaviour. Ultimately, a strong, sticky position builds brand equity and drives sustainable growth. If you’re unsure where to start, consider a workshop to define your ideal customer and competitive advantage – that’s the foundation for positioning that truly resonates.
