Many Australian small and medium enterprises spend considerable time and money on ‘positioning’ – defining how they’re different and valuable to customers. However, too often this positioning feels fragile, easily copied by competitors. What truly makes a positioning defensible long-term, protecting your market share and growth?
It’s not about simply *being* different; it’s about being different in a way that’s hard to replicate. Here are a few key elements we’ve found consistently contribute to a robust, lasting positioning.
- Proprietary Assets: Does your positioning rely on something you legally own – a patent, trademark, exclusive data, or a unique process? These are the strongest forms of defence. Think of a specific ingredient a food company uses, or a unique software algorithm.
- Deep Customer Understanding: A positioning built on genuinely understanding a niche customer need – one competitors haven’t fully grasped – is incredibly powerful. This isn’t just demographics; it’s about their motivations, frustrations, and unspoken desires. This requires ongoing research and a commitment to truly knowing your audience.
- Embedded Brand Associations: Over time, consistent messaging and experiences build strong associations in customers’ minds. Think of a brand consistently delivering exceptional customer service – that’s a positioning that’s hard to steal. This takes years of dedicated effort.
- Network Effects: If your value increases as more people use your product or service, you have a significant advantage. Social media platforms are the classic example, but this can apply to B2B businesses too, like industry-specific marketplaces.
Simply claiming to be ‘the best’ or ‘most innovative’ isn’t enough. These are easily challenged. A truly defensible positioning is a combination of these factors, creating a moat around your business. It’s about building something competitors can’t easily copy, even with significant investment.
To assess your current positioning, we recommend a thorough competitive analysis, coupled with deeper customer research. Understanding where you genuinely stand out – and what makes that difference sustainable – is the first step towards building a positioning that delivers lasting results and sets you up for continued growth into 2026 and beyond.
