Many Australian SMEs rush into executing a marketing plan based on what *feels* right about their positioning. That’s understandable – you’re passionate about your business! However, launching campaigns before validating your core message can be a costly mistake. We see it time and time again. Positioning isn’t about what you do, it’s about how you’re uniquely perceived in the minds of your target customers. Getting this wrong means wasted budget and missed opportunities.

So, how do you ensure your positioning resonates *before* you commit to a full-scale rollout? It’s about smart, focused research. Here are a few key steps we recommend:

• Concept Testing: Present your proposed positioning statement – a concise articulation of your target customer, your frame of reference, and your point of difference – to a small group of ideal customers. Don’t ask if they *like* it; ask if it feels relevant to their needs and challenges.
• Competitive Analysis Deep Dive: Go beyond simply listing competitors. Analyse their messaging. What language do they use? What benefits do they highlight? Where are the gaps? Your positioning needs to clearly differentiate you, and this analysis reveals where those opportunities lie.
• Value Proposition Validation: Test the core benefits you’re promising. Use surveys or interviews to understand if your target audience actually values those benefits, and if they’re willing to pay for them. Don’t assume what’s important to *you* is important to *them*.
• Landing Page Testing (with minimal spend): Create a simple landing page that reflects your proposed positioning. Drive a small amount of targeted traffic (think $100-$200 on social media ads) and measure conversion rates – are people engaging with the message?

These validation techniques aren’t about seeking permission; they’re about gathering data. They’re about minimising risk and maximising the return on your marketing investment. Remember, a strong positioning strategy isn’t static. As the market evolves, and as we move towards 2026 and beyond, you’ll need to continually refine your approach.

The outcome of this validation process should be a clear, data-backed understanding of whether your positioning is hitting the mark. If it isn’t, don’t be afraid to pivot. A small course correction now can save you significant time and money down the track. Your next step? Schedule a positioning workshop with your team to review the findings and refine your strategy.