Many Australian SMEs invest in defining their market positioning, but too often it feels fleeting. Customers hear the message, maybe even nod along, then promptly forget it when faced with purchasing decisions. What separates positioning that sticks – the kind that builds brand preference and drives consistent growth – from the noise? It’s not just about *what* you say, but *how* it’s constructed and reinforced.
We’ve seen over a decade that truly memorable positioning isn’t a slogan; it’s a framework. It’s about carving out a unique space in the customer’s mind, and that requires more than clever advertising. Here are a few key elements we consistently see in successful, long-term positioning:
- Simplicity and Focus: The most enduring positions are easy to grasp. Trying to be everything to everyone dilutes your message. Focus on one or two core benefits that genuinely differentiate you. Think of Bunnings – ‘lowest prices, largest range’ is instantly understood.
- Emotional Connection: Rational benefits are important, but people buy with emotion. Positioning that taps into a customer’s aspirations, fears, or values is far more likely to resonate. Consider how some car brands position themselves around freedom and adventure, not just transportation.
- Consistency Across Touchpoints: Your positioning isn’t just your tagline. It needs to be woven into every customer interaction – from your website copy and social media posts to your sales team’s pitch and your customer service responses. Inconsistency erodes trust and weakens recall.
- Competitive Frame of Reference: Positioning isn’t about what you are, it’s about what you are *compared to* your competitors. Explicitly or implicitly, customers are always making comparisons. A strong position clearly defines how you’re different and better.
Building a lasting position takes ongoing effort. It’s not a ‘set and forget’ exercise. Regularly analyse your market, monitor competitor activity, and ensure your messaging remains relevant. As customer needs evolve, you may need to refine your positioning, but the core principles should remain consistent. Looking ahead, the businesses that will thrive in 2026 and beyond are those that have invested in building a strong, memorable position in the minds of their target customers.
If you’re unsure where to start, or if your current positioning isn’t delivering the results you need, a positioning workshop can be a powerful first step. We can help you define your unique value proposition and develop a roadmap for communicating it effectively.
