Positioning – how you deliberately shape perceptions of your brand in the minds of your target customers – is crucial for success. But a brilliant positioning strategy is useless if it doesn’t resonate. As we move into 2026, with increasingly fragmented media and sophisticated consumers, validating that resonance requires a more nuanced approach than simply asking ‘do you like this?’ We need to understand if your positioning actually influences behaviour.

Here’s how Australian SMEs can effectively validate their positioning strategy with target audiences.

• Concept Testing with a Positioning Lens: Don’t just test concepts for appeal. Present potential customers with your core positioning statement – the concise articulation of how you want to be seen – *alongside* the concept. Ask them how well the concept embodies that positioning. This reveals if your messaging is actually communicating the intended difference.
• Competitive Frame Analysis: Australians are adept at comparing options. Present your positioning alongside key competitors’. Ask respondents which brand they perceive as strongest on the attributes you’re claiming. This isn’t about ‘beating’ competitors, it’s about confirming you’re occupying a distinct space in their minds.
• Jobs to be Done (JTBD) Interviews: Go beyond demographics. JTBD focuses on the ‘progress’ customers are trying to make. Understand the functional, social, and emotional dimensions of the ‘job’ your product or service helps them achieve. Does your positioning speak directly to that core need?
• Behavioural Price Sensitivity Analysis: Positioning justifies price. If you’re positioning as premium, customers should demonstrate a willingness to pay more. Use techniques like Van Westendorp Price Sensitivity Meter to understand price thresholds *in relation to* your positioning. Don’t just ask ‘is this price fair?’ – ask ‘is this price fair *given what this brand stands for?*’

The Australian market is characterised by a healthy scepticism and a desire for authenticity. Simply stating a positioning isn’t enough; it needs to be demonstrably true and valuable to the customer. As we look towards 2027, remember that validation isn’t a one-off exercise. Continuous monitoring and adaptation, informed by ongoing customer feedback, are essential.

Your next step? Prioritise concept testing that explicitly links your positioning statement to your marketing materials. This will provide the clearest signal of whether you’re on the right track to connect with your ideal Australian customers.