Many Australian SMEs face a fantastic problem: they’re ready to grow. But rapid expansion can inadvertently box you in, limiting your ability to adapt to changing market conditions. Positioning isn’t just about where you are *now*; it’s about creating space to evolve. We see businesses make this mistake frequently, focusing on a narrow segment and missing opportunities for broader appeal.
The key is to build a ‘platform’ position, rather than a rigidly defined one. Think of it like this: a platform is a foundation you can build upon, while a rigid position is a fully constructed building. Here’s how we advise clients to approach this.
- Focus on a core problem, not a specific solution: Instead of positioning as ‘the best provider of X’, position as ‘solving Y problem’. This allows you to offer different solutions (products, services, models) as the market shifts. For example, instead of “Australia’s leading organic dog food”, try “Helping pet parents give their dogs the healthiest life possible”.
- Embrace ‘adjacent’ markets: Identify customer groups with similar needs that you aren’t currently serving. This isn’t about completely changing direction, but expanding your reach. A coffee roaster might move into selling brewing equipment, or a gym could offer nutritional coaching.
- Build a strong brand narrative: Your brand should represent a set of values and a promise, not just a product feature. A compelling narrative creates emotional connection and allows you to extend into new areas without losing customer trust. Think Patagonia – they sell outdoor gear, but they *stand for* environmental responsibility.
- Invest in market intelligence: Continuously analyse your industry, competitors, and customer behaviour. Understanding emerging trends will help you anticipate shifts and proactively adjust your positioning. This isn’t a one-off exercise; it needs to be ongoing.
Don’t fall into the trap of believing you need to be everything to everyone. A platform position allows you to be relevant to a wider audience *over time*, without sacrificing focus. It’s about building flexibility into your marketing strategy so you can capitalise on opportunities as they arise, even into 2026 and beyond.
The next step is a positioning workshop. We can help you define your core problem, identify adjacent markets, and craft a brand narrative that sets you up for sustainable, adaptable growth. Contact us to discuss how we can tailor a strategy to your specific business.
