Many Australian small and medium enterprises (SMEs) struggle to clearly articulate what truly sets them apart. It’s easy to fall into the trap of thinking ‘we offer great customer service’ or ‘we’re reliable’ – but those are often just table stakes these days. To effectively position your business in the market, and attract the right customers, we need to dig deeper and identify your unique value proposition. This isn’t about what *you* think makes you special, it’s about what your target audience perceives as different and valuable.

So, how do we uncover this? Here are a few practical approaches.

• Competitive Analysis – Beyond Features: Don’t just list what your competitors *do*. Analyse *how* they do it, and more importantly, what they *don’t* do. Look for gaps in the market – unmet needs, underserved segments, or areas where their customer experience falls short.
• Customer Research – The Voice of the Customer: Talk directly to your existing customers. Ask them why they chose you over alternatives. What problem did you solve for them? What specific benefits did they experience? Focus on the emotional connection as much as the practical ones.
• Internal Audit – Core Competencies: What does your business do exceptionally well? This isn’t necessarily about what generates the most revenue, but what your team is genuinely skilled at and enjoys. These core competencies can be leveraged to create a distinctive offering.
• Positioning Statement Development: Once you’ve gathered insights, craft a concise positioning statement. This should clearly articulate your target audience, the category you compete in, and your unique benefit. For example: “For busy families in Sydney, [Your Business] provides convenient, healthy meal delivery, saving them time and reducing mealtime stress.”

Remember, market positioning isn’t a one-time exercise. Consumer preferences and competitive landscapes evolve. Regularly revisiting these steps – particularly customer research – will ensure your positioning remains relevant and effective. As we look towards 2026 and beyond, businesses that proactively refine their positioning will be best placed to capture market share.

The outcome of this process should be a clear, compelling message that resonates with your ideal customer and differentiates you from the competition. Your next step? Schedule dedicated time to conduct thorough customer interviews. Their feedback is invaluable.