Australian SMEs often grapple with standing out. It’s not enough to simply be ‘good’ at what you do; you need a position in the market that customers remember and actively choose. What truly makes positioning memorable and distinct isn’t flashy campaigns, but a carefully considered and consistently communicated core idea. We see businesses underestimate this foundational work, focusing on tactics before strategy, and it impacts their growth potential.

So, how do you build positioning that resonates? It comes down to a few key elements. Firstly, focus on a specific benefit. Don’t try to be everything to everyone. Instead, identify the single most valuable outcome you deliver for your ideal customer. This isn’t a feature; it’s the transformation they experience. For example, instead of “we sell accounting software”, think “we give business owners back their weekends”.

Secondly, create a strong point of difference. What makes you genuinely different from the competition? This isn’t about being ‘better’ – it’s about being *different*. It could be your unique process, your specialised expertise, your customer service philosophy, or even your brand personality. This difference needs to be credible and relevant to your target audience.

• Embrace simplicity: A complex position is a confusing position. Boil your message down to its essence. Think of a tagline that instantly communicates your core benefit and point of difference.
• Be consistent: Your positioning isn’t a one-off statement. It needs to be woven into everything you do – your website, your advertising, your social media, your customer interactions.
• Own a ‘space’ not a ‘category’: Trying to compete directly in a crowded category is tough. Instead, define a new space where you are the leader. Think ‘premium coffee’ versus ‘coffee’.

We often advise clients to think about their positioning as the ‘north star’ guiding all their marketing efforts. It’s the foundation for building a strong brand and attracting loyal customers. As we move into 2026 and beyond, a clear and compelling position will be even more critical in a increasingly competitive landscape. Don’t just sell a product or service; sell a promise, a feeling, a solution to a specific problem.

The next step? Take a step back and honestly assess your current positioning. Is it clear, concise, and compelling? If not, it’s time to revisit your strategy and define a position that truly sets you apart.