Many Australian SMEs grapple with market positioning – how they want customers to perceive them. It’s easy to fall into the trap of *manufacturing* a position, crafting a brand image that feels aspirational but isn’t genuinely rooted in who you are. But increasingly, customers are savvy. They can spot inauthenticity a mile away, and it erodes trust, impacting growth. So, what truly separates authentic positioning from the manufactured kind?

We see it time and time again. Authentic positioning isn’t about inventing a personality; it’s about deeply understanding and articulating your existing one. It’s the natural consequence of clarity around your core values, your unique capabilities, and the specific customer problem you genuinely solve better than anyone else. Manufactured positioning, on the other hand, starts with a desired outcome – ‘we want to be seen as innovative’ – and then builds a brand around that, regardless of whether it’s truly reflective of the business.

Here are a few key differences we’ve observed:

• Source of Truth: Authentic positioning stems from internal factors – your company history, your team’s expertise, your operational strengths. Manufactured positioning looks outwards, copying competitors or chasing trends.
• Consistency: A genuine position is consistently reflected in *everything* you do – from your customer service to your product development. A manufactured position often feels disjointed, with marketing promises not matching the customer experience.
• Resilience: Authentic positions weather market changes better. They’re built on something solid. Manufactured positions are fragile, requiring constant tweaking to maintain the illusion.
• Employee Buy-in: Your team will naturally champion an authentic position because it feels true. A manufactured position requires constant ‘selling’ internally, creating cynicism.

Consider a local plumbing business. A manufactured position might be “the most technologically advanced plumbing service”. An authentic position might be “reliable, family-owned plumbing, solving your problems quickly and efficiently”. The latter resonates because it’s likely a genuine reflection of the business’s strengths and values. As we move into 2026 and beyond, this focus on genuine connection will only intensify.

To determine if your positioning is authentic, we recommend a thorough internal audit. Honestly assess your strengths, weaknesses, values, and what truly differentiates you. Then, validate those findings with your customers. If there’s a disconnect, it’s time to recalibrate – and focus on building a position that’s genuinely *you*.