In today’s crowded business landscape, being “great” isn’t enough. Countless companies offer similar products or services, and customers are overwhelmed with choices. So how do you stand out? Not by shouting louder—but by standing in the right place. That’s the power of positioning.

What is Positioning?

Positioning is the strategic act of defining how your business is perceived in the minds of your target customers—especially relative to your competitors. It's the answer to questions like:

• Why should someone choose your business over others?
• What problem do you solve better than anyone else?
• What makes your offering unique, memorable, and valuable?

In simple terms, positioning is about owning a specific idea or benefit in your customer's mind.

“Marketing is no longer about the stuff that you make, but about the stories you tell.” — Seth Godin

Why Positioning Matters

A clear and compelling position:

• Cuts through noise and captures attention
• Makes your value obvious and easy to remember
• Creates emotional relevance with your ideal customer
• Reduces price sensitivity by emphasizing unique value
• Aligns your internal team with a clear business identity

Strong positioning makes marketing easier and sales more efficient. Weak or vague positioning makes everything harder.

Examples of Effective Positioning

Let’s take a look at a few well-known examples:

• Volvo = Safety
• Nike = Empowerment and athletic inspiration
• Southwest Airlines = Low-cost, friendly, no-frills travel

Each of these companies made a deliberate decision not to appeal to everyone, but to dominate a clear niche.

Common Positioning Pitfalls

Avoid these common mistakes:

• Trying to be everything to everyone
  If you don’t stand for something specific, customers won’t remember you.
• Focusing only on features
  Positioning is not a list of what your product does. It’s about what it means to your customer.
• Copying competitors
  Mimicking the market leader makes you a second-best version of someone else.
• Letting the market define you
  If you don’t shape your position, others will do it for you—and probably get it wrong.

How to Position Your Business Effectively

Use this 4-step process:

1. Know your audience
2. Who do you serve best?
3. What are their top priorities, fears, and goals?
4. Analyze the competition
5. What do competitors claim?
6. Where are the gaps or underserved needs?
7. Identify your unique value
8. What do you do better or differently?
9. Why does that difference matter?
10. Craft your positioning statement
    A simple structure:
    “For [target customer], we offer [key benefit] because [reason to believe].”
    This statement guides messaging, marketing, and even product development.

The bottom-line

In a competitive market, being better isn’t enough—you need to be different in a way that matters. Positioning gives you the power to stand out, connect with the right customers, and build a business that grows with clarity and confidence. Nail your position, and you’ll stop chasing customers and start attracting them.

We can help. Let's chat.

Want help defining or refining your market position? At Jogi Business Solutions, we help small businesses like yours sharpen their message and stand out where it counts.  Connect with us to start building a smarter growth strategy.