Does it ever feel like you’re doing all the right things but still not seeing the growth you want? You have a great product and a dedicated team, but your message just isn’t landing. This often happens when you lack a clear position in the market. Without one, you risk blending in with competitors, forcing you to compete on price instead of value. A positioning strategy carves out your unique space, giving ideal customers a compelling reason to choose you. This guide will show you how to build that strategy and why making a positioning strategy in business plan development a priority is the key to turning your hard work into sustainable success.
Key Takeaways
- Define Your Unique Place in the Market: Your positioning strategy is the foundation of your business plan, not just a marketing task. It requires a clear-eyed look at your customers and competitors to pinpoint the specific, valuable problem you solve better than anyone else.
- Live Your Position in Everything You Do: A strong position demands consistency across the board. Your brand message, marketing materials, and customer experience must all tell the same story, ensuring every interaction reinforces why you’re the best choice.
- Treat Your Strategy as a Living Document: Markets and customer needs are always changing, so your positioning must be flexible. Regularly track your performance, listen to feedback, and be ready to refine your approach to keep your brand relevant and strong.
What is a Positioning Strategy?
Think of your positioning strategy as your business’s North Star. It’s a clear, focused plan that defines exactly where you fit in the market and why your ideal customer should choose you over the competition. It’s the story you tell that carves out a special place for your brand in the minds of your customers. This isn’t just about a catchy slogan or a clever marketing campaign; it’s the core idea that shapes every decision you make, from the products you offer to the way you price them.
A positioning strategy answers the most critical question for any business: “What makes you different?” Without a clear answer, you risk blending into the background, competing on price alone, or trying to be everything to everyone—which usually means you end up being nothing special to anyone. By defining your unique spot, you create a marketing plan that attracts the right people and builds a foundation for sustainable growth. It’s about being intentional with your brand’s identity so that when a customer needs what you sell, your business is the first one that comes to mind.
What Makes a Strong Position?
A strong position is clear, believable, and unique. It’s a promise you make to your customers that you can consistently deliver on. This isn’t just a statement you put on your website; it becomes the guiding principle for your entire operation. A well-defined brand position ensures that your product development, marketing messages, and customer service all work together to reinforce your identity. When every part of your business tells the same story, you build trust and recognition. Your position should be simple enough for your team to understand and powerful enough to set you apart from everyone else in your industry.
Why It Belongs in Your Business Plan
Including your positioning strategy in your business plan is non-negotiable. Your business plan is your roadmap for success, and your positioning defines your destination. It forces you to get specific about who you serve and how you’ll win their business before you invest significant time and money. By identifying a specific target market, you can tailor your products and services to meet their unique needs. This clarity is not only crucial for your internal team but also for potential investors or lenders who want to see that you have a solid, well-researched plan for capturing a share of the market.
The Benefits of a Clear Position
When you have a clear positioning strategy, everything gets easier. A strong position acts as a magnet, attracting your ideal customers and making it easier to grow your profits. Instead of shouting to be heard in a crowded market, you can speak directly to the people who need you most. This focus helps build a powerful connection between your brand and your customers, turning one-time buyers into loyal fans. It also simplifies your decision-making. When you know exactly who you are and what you stand for, you can confidently decide which opportunities to pursue and which to pass on, ensuring your business stays on track.
Find Your Place in the Market
Before you can tell the world who you are, you need to know where you fit in. Finding your place in the market isn’t about picking a spot on a map and hoping for the best. It’s a strategic process of listening, observing, and learning. By understanding the landscape—your customers, your competitors, and your own reputation—you can build a position that’s not just unique, but also meaningful and defensible. This groundwork is what separates businesses that thrive from those that just get by.
For many business owners, this is where the overwhelm can set in. You’re juggling so many things that stepping back to look at the bigger picture feels like a luxury. But this step isn’t a luxury; it’s a necessity. Without a clear understanding of the market, you risk creating a product nobody wants, shouting into a void where no customers are listening, or getting drowned out by competitors who did their homework. This initial discovery phase sets the foundation for your entire strategy, guiding how you communicate your value, price your offerings, and build lasting relationships with your customers. It’s about making sure your business has a clear purpose and a distinct identity that connects with the right people from day one.
Start with Market Research
This is your starting line. Effective market research is the foundation of a strong positioning strategy because it replaces assumptions with facts. It’s your chance to get a clear picture of your industry, your potential customers, and the competitive environment before you make any big moves. This process helps you understand what your audience truly needs and how you can meet those demands effectively. Think of it as gathering intelligence to inform every decision you make, ensuring your business is built on a solid understanding of the market you’re entering. It’s how you find out what problems people are trying to solve and whether your solution is the right fit.
Analyze Your Competitors
Knowing your competition is just as important as knowing your customer. A common mistake is to skip this step, but a thorough competitor analysis helps you identify opportunities and threats. Look at who your rivals are, what they’re doing well, and—more importantly—where they’re not meeting customer needs. These gaps are where you can shine. Researching your competitors isn’t about copying their strategy; it’s about understanding the existing landscape so you can carve out a unique space for yourself. This insight is fundamental to building a brand position that stands out and resonates with your target audience.
Understand How Customers See You
Your brand’s position isn’t what you say it is—it’s what your customers perceive it to be. That’s why it’s so important to get a handle on how your audience currently sees you. You can measure your positioning effectiveness by collecting and analyzing data from customer feedback, surveys, social media engagement, and website traffic. These metrics give you an honest look at whether your intended message is landing the way you want it to. If there’s a disconnect between how you see your business and how your customers see it, you’ll know exactly where you need to adjust your strategy to close that gap and ensure your brand perception aligns with your vision.
Choose Your Positioning Strategy
Once you’ve gathered your research on the market, your competitors, and your customers, it’s time to make a decision. How will you carve out your unique space? A positioning strategy is the lens through which you’ll define your brand. It’s not about being all things to all people; it’s about being the right thing for the right people. Think of it as the foundation for your entire marketing message. It guides what you say, how you say it, and where you say it.
Choosing a strategy gives you a clear direction and helps you stand out in a crowded marketplace. Instead of trying to compete on every front, you can focus your energy on what makes you truly different. This clarity is invaluable, not just for your marketing team but for your entire organization. It ensures everyone is working toward the same goal and communicating a consistent message. It also simplifies decision-making across the board, from product development to customer service. When you know exactly who you are and what you stand for, it’s easier to make choices that reinforce that position. Below are four common positioning strategies. While they are distinct, the best approach often blends elements from each to create a position that is unique, credible, and compelling for your target audience.
Market-Based Positioning
This strategy is all about defining your brand in relation to your competitors. The core question here is: “Compared to the other options available, why should a customer choose us?” Your goal is to influence consumer perception so that when a potential customer thinks of a solution to their problem, they think of you in a specific way. For example, a car brand might position itself as the safest option on the road, while another positions itself as the most fuel-efficient. This approach is especially effective in a saturated market where you need to create a clear distinction to get noticed.
Product-Based Positioning
If your product or service has a standout feature or offers superior quality, this strategy is for you. Product-based positioning focuses on what makes your offering unique and better than the alternatives. It’s about highlighting specific attributes, performance, or design elements that your competitors can’t match. Think of a software company that positions its product as the easiest to use or a headphone brand known for its unparalleled sound quality. This approach works best when you have a tangible advantage and can clearly explain its value to potential customers who are looking for the best-in-class solution.
Price-Based Positioning
This strategy uses price to signal your brand’s place in the market. It’s not just about being the cheapest option—though that is one approach. You can also position your brand as a premium, high-end choice where a higher price point communicates superior quality, luxury, and exclusivity. On the other end, a lower price can suggest affordability and value for money. The key is to align your pricing with the perception you want to create. Whether you’re the accessible, everyday brand or the aspirational, luxury one, your price relates to quality in the customer’s mind.
Value-Based Positioning
Value-based positioning goes beyond features or price to focus on the overall benefit and unique value you provide to your customers. This strategy connects your offering directly to your customer’s needs and desires, answering the question: “What fundamental problem are we solving for them?” For example, a meal delivery service isn’t just selling food; it’s selling convenience and time back in a busy person’s week. This approach helps build strong emotional connections and customer loyalty because it centers on the unique value proposition that truly matters to your audience.
How to Build Your Positioning Strategy
Creating a strong positioning strategy isn’t about finding a clever tagline; it’s about carving out a distinct and memorable space for your business in the minds of your customers. This is where you define who you are, who you serve, and what makes you the best choice. Think of it as building the foundation for your entire business plan. Without a clear position, your marketing efforts can feel scattered, and your message can get lost in the noise.
The good news is that building this strategy is a straightforward process. It involves looking outward at the market and inward at your own strengths. By following a few key steps, you can move from feeling invisible to becoming the go-to solution for your ideal customer. We’ll walk through how to define your audience, size up the competition, pinpoint your unique value, and wrap it all up in a message that connects.
Define Your Target Audience
Before you can tell the world how great your business is, you need to know exactly who you’re talking to. Trying to appeal to everyone is a surefire way to appeal to no one. The first step is to get crystal clear on your ideal customer. Who are they? What do they struggle with? What are they trying to achieve? When you understand the pain points and preferences of a specific group, you can tailor everything you do—from your product features to your marketing copy—to meet their needs.
Start by creating a detailed customer profile. Think about their demographics (age, location, job title) and psychographics (values, interests, challenges). The more specific you can be, the better. This focus doesn’t limit your business; it strengthens it. It allows you to create powerful, relevant messaging that makes your ideal customer feel seen, heard, and understood.
Research Your Competitors
Once you know who you’re serving, you need to understand who else is trying to serve them. Analyzing your competitors isn’t about copying what they do. It’s about identifying opportunities to do something different and better. Take a close look at the other players in your market. What are their strengths? Where are they falling short? Reading their customer reviews can be incredibly revealing.
Failing to research your competitors can lead you to blend in when you need to stand out. Look for gaps in the market. Is there a customer need that no one is addressing? Is there a service that everyone offers, but poorly? Understanding the competitive landscape helps you find your unique lane, ensuring your business offers something that customers can’t get anywhere else.
Identify Your Unique Value
Now it’s time to look inward. What makes your business special? Your unique value is the combination of skills, experiences, products, or processes that sets you apart from everyone else. This is your secret sauce—the reason a customer should choose you over a competitor, even if they offer a similar product. To stand out, you have to identify what makes your business different and how that difference benefits your customer.
Make a list of your greatest strengths. Is it your exceptional customer service? Your innovative technology? Your commitment to sustainability? Maybe it’s your deep industry expertise. Whatever it is, own it. This isn’t about being better at everything; it’s about being the absolute best at the one or two things that matter most to your target audience.
Develop Your Value Proposition
Your value proposition is a clear, concise statement that communicates the unique benefit you provide. It’s the promise you make to your customers. It should instantly answer their question: “What’s in it for me?” A strong value proposition gets straight to the point, explaining the problem you solve and why you’re the best one to solve it. It’s not a slogan or a tagline; it’s the core of your value.
To craft yours, focus on the tangible results a customer gets from working with you. A simple formula can help: We help [target audience] achieve [desired outcome] by providing [your unique solution]. This statement should be the guiding star for your marketing and sales efforts, as it clearly articulates the unique benefits you offer.
Craft Your Brand Message
Your brand message is how you communicate your value proposition to the world. It’s the language, tone, and stories you use across all your channels, from your website to your social media. This messaging should be consistent, authentic, and tailored to your target audience. It’s what turns your positioning strategy from an internal document into a living, breathing part of your brand that connects with people.
Your message should capture the essence of your brand and speak directly to your customer’s needs and values. Use the insights you’ve gathered about your audience to choose words and a tone that will resonate. Whether your brand is witty and informal or professional and authoritative, make sure it’s consistent everywhere. This consistency builds trust and makes your brand memorable.
What Every Successful Strategy Needs
Once you’ve defined your positioning strategy, the real work begins. A great idea on paper is only as good as its execution. To make sure your strategy translates into real-world results, it needs to be built on a solid foundation. Think of it like a recipe: leaving out a key ingredient can make the whole thing fall flat. A successful strategy isn’t just a clever tagline or a target demographic; it’s a comprehensive plan that guides your decisions and actions across the entire business.
There are four essential components that every effective positioning strategy must have. First, it needs to clearly differentiate your brand from the competition. Second, your messaging must be consistent everywhere you connect with customers. Third, the customer experience you deliver has to align perfectly with the promises you make. And finally, you need to set clear, measurable goals to track your progress and hold yourself accountable. Without these four pillars, your strategy lacks the structure it needs to support long-term growth and build a strong, memorable brand. Let’s break down what each of these means for your business.
Differentiate Your Brand
Your business can’t be everything to everyone, and it shouldn’t try to be. Differentiation is about carving out your unique space in the market so customers have a clear reason to choose you over someone else. It’s about influencing how customers think about your product compared to the alternatives. What do you do better than anyone else? Maybe it’s your exceptional customer service, an innovative product feature, or your commitment to sustainability. Your differentiator should be something your target audience genuinely values and that you can consistently deliver. Don’t just claim to be different—prove it in everything you do. This is the core of your brand’s identity and the reason customers will remember you.
Keep Your Messaging Consistent
Imagine meeting someone who tells you a different story about themselves every time you talk. You’d quickly become confused and skeptical. The same is true for your brand. Inconsistent messaging erodes trust and weakens your position in the market. One of the biggest mistakes businesses make is launching without defining how it is they want to be perceived. Your brand message—from your website copy and social media posts to your sales pitches and advertisements—must tell the same cohesive story. This consistency builds brand recognition and reinforces your unique value proposition in the minds of your customers, making your brand more memorable and reliable.
Align the Customer Experience
Your positioning strategy is a promise you make to your customers. The customer experience is how you deliver on that promise. Every interaction a customer has with your business, from their first visit to your website to the post-purchase support they receive, must reflect your brand’s position. If you position your brand as a premium, high-end solution, your packaging, website design, and customer service must all feel premium. A strong strategy can improve your brand’s image, build loyalty, and drive sales, but only if the experience matches the expectation. When what you say and what you do are in perfect alignment, you build powerful, lasting customer relationships.
Set Measurable Goals
How will you know if your positioning strategy is actually working? You need to set clear, measurable goals from the start. If you can’t measure it, you can’t manage it. Measuring brand positioning success goes beyond just tracking sales; it involves understanding your impact on customer perceptions and loyalty. Set specific key performance indicators (KPIs) to monitor your progress. These could include metrics like brand awareness (tracked through surveys), website traffic from organic search, customer sentiment on social media, or your share of the market. Tracking these goals provides the data you need to make informed decisions, refine your strategy, and prove its value over time.
Overcome Common Positioning Hurdles
Even the best-laid plans can hit a few bumps. Building a positioning strategy is a process of trial and refinement, and it’s completely normal to face challenges along the way. The key is to recognize these hurdles early and address them head-on before they derail your efforts. Most positioning problems aren’t unique—they’re common issues that countless businesses have faced and solved.
Think of these challenges not as roadblocks, but as opportunities to sharpen your strategy. Are you struggling to explain what you do? Is your message not landing with customers? Are your marketing efforts feeling disconnected? These are signs that your positioning needs a tune-up. By tackling these issues directly, you can build a more resilient, effective strategy that truly connects with your audience and sets you apart from the competition. Let’s walk through some of the most common hurdles and how you can clear them.
When Your Value Proposition is Vague
If you find yourself struggling to explain what your business does in a single, compelling sentence, you might have a vague value proposition. This often happens when you try to appeal to everyone, which ends up diluting your message and confusing potential customers. A strong position requires clarity and focus. You can’t be the best, cheapest, and most innovative all at once.
To fix this, get brutally specific. Ask yourself: Who is the one customer I can help better than anyone else? What is the single most important problem I solve for them? Your goal is to create a statement that is so clear, your ideal customer immediately thinks, “That’s for me.” A great way to define your value proposition is to focus on the tangible outcomes you deliver.
When You Misunderstand the Market
Positioning doesn’t happen in a bubble; it’s defined relative to your competitors and your customers’ needs. A critical mistake is building a strategy based on assumptions instead of data. If you haven’t done your homework, you risk creating a position that is irrelevant to your audience or too similar to what competitors are already offering. You need to know the landscape you’re operating in.
The solution is to dedicate real time to research. Analyze your competitors to understand their strengths, weaknesses, and messaging. More importantly, talk to your target audience. What are their biggest pain points? What words do they use to describe their problems? Understanding how they see the world is essential for creating a position that resonates with them on a deeper level.
When Implementation Goes Wrong
You can have the perfect positioning strategy on paper, but if it isn’t executed consistently, it won’t work. This hurdle often comes down to internal misalignment. If your marketing team is sending one message, your sales team is saying another, and your customer service experience feels completely different, you’re sending mixed signals. This erodes trust and confuses your customers about who you are and what you stand for.
To get everyone on the same page, create a simple brand messaging guide that outlines your positioning, value proposition, and key messages. Make this document accessible to every single person on your team. Regularly review marketing materials, sales scripts, and customer interactions to ensure they all align with your core strategy. Consistent implementation is what turns a good idea into a powerful market position.
When Resources are Limited
As a small or medium-sized business, you likely don’t have the massive marketing budget of a large corporation. It can feel impossible to make your voice heard when competitors are spending heavily on advertising and promotions. Trying to compete on their terms is a losing battle. This resource constraint can feel like a major disadvantage, but it can also be a powerful motivator for creativity and focus.
Instead of spreading your limited resources thin, concentrate them where they will have the greatest impact. Your positioning strategy should guide this decision. If your unique value is exceptional customer service, invest in training your team and creating an amazing support experience. If you excel at building community, focus your efforts on social media engagement and events. A tight budget forces you to be strategic and lean into what truly makes you different.
Put Your Positioning Strategy into Action
Creating a positioning strategy is a huge step, but it’s only half the battle. A brilliant plan that sits in a folder won’t do you any good. The real magic happens when you bring it to life. This is where you translate your ideas into tangible actions that shape how customers see your brand every single day. It requires a coordinated effort across your entire organization, from marketing and sales to customer service, to ensure every touchpoint reflects your intended position. This implementation phase is where many businesses stumble, not because the strategy is flawed, but because the execution is inconsistent.
Putting your strategy into motion involves four key steps: getting your team aligned, weaving your new position into all your marketing, tracking what’s working, and knowing when it’s time to make adjustments. Think of it as giving your strategy a voice, a megaphone, a report card, and a compass. Each step builds on the last, creating a powerful feedback loop that keeps your brand relevant and your message sharp. Let’s walk through how to handle each one to ensure your hard work pays off.
Get Your Team on Board
Your positioning strategy can’t live solely in the minds of the leadership or marketing team. For it to be effective, every single person in your company needs to understand it, believe in it, and reflect it in their work. Your team members are your brand’s most important ambassadors. When everyone from your sales reps to your customer support specialists can articulate what makes your business special, you create a powerful and consistent customer experience.
Start by sharing the strategy clearly and explaining the “why” behind it. Help each department see how their role contributes to the bigger picture. A well-executed positioning strategy is a tool that can improve your brand’s image and build customer loyalty, but that only happens when your entire team is working together to reinforce your brand message.
Integrate It into Your Marketing
Once your team is aligned, it’s time to make sure your positioning is front and center in all your marketing efforts. Consistency is key. Your brand’s position should be the foundation for your website copy, social media posts, email campaigns, and advertisements. Use your positioning statement as a filter for every piece of marketing content you create. Does this ad reflect our unique value? Does this blog post speak to our target audience’s specific pain points?
This is a great time to conduct a full audit of your existing materials. Update your messaging to ensure your brand voice, tone, and visuals all support your new position. This alignment helps you stand out from the competition and build stronger relationships with the right customers.
Track Your Performance
You can’t improve what you don’t measure. To know if your positioning strategy is resonating with your audience, you need to track its performance. Start by identifying the key metrics that will tell you if you’re on the right track. These could include website traffic, social media engagement (likes, shares, and comments), and click-through rates on your digital ads. These numbers give you a clear picture of how well your message is landing with your audience online.
Beyond digital metrics, it’s crucial to gather direct feedback. Use customer surveys and interviews to ask people how they perceive your brand. Are they using the same language to describe you that you use in your positioning? Collecting and analyzing this data from multiple sources will give you the insights you need to measure your effectiveness and make informed decisions.
Know When to Adapt
The market is always changing, and your positioning strategy needs to be flexible enough to change with it. Sticking rigidly to a plan that’s no longer working is a recipe for falling behind. Regularly review your performance metrics and keep an eye on what your competitors are doing. Most importantly, listen to your customers. Their needs, preferences, and pain points will evolve, and your brand needs to evolve with them.
Being adaptable doesn’t mean abandoning your core identity. It means being willing to make smart adjustments to your messaging or tactics based on what the data and your customers are telling you. Proactive planning and a willingness to pivot based on new insights will ensure your brand remains relevant and continues to connect with your target audience for the long term.
Maintain Your Position for the Long Term
Creating your positioning strategy is a huge step, but it’s not a one-and-done task. Think of it as a garden—it needs consistent attention to thrive. The market is always shifting, competitors are making new moves, and your customers’ needs will change over time. A positioning strategy that works wonders today might feel stale a year from now. That’s why maintaining your position is just as important as establishing it in the first place.
The key is to treat your strategy as a living document that grows with your business. This doesn’t mean you should change your core identity every few months. Instead, it’s about making smart, informed adjustments to stay relevant and strong. By regularly checking in on your position, you can ensure your brand continues to connect with the right people in the right way. This long-term view is what separates businesses that last from those that fade away. It involves evolving your strategy based on data, adapting to external market shifts, and committing to a cycle of continuous improvement.
Evolve Your Strategy
Your initial positioning strategy is your best-educated guess, but the real learning begins once it’s out in the world. The most successful businesses are willing to adjust their approach based on what they learn. This means paying close attention to performance metrics and customer responses to see what’s working and what isn’t. Are customers talking about the key differentiator you highlighted? Are your sales numbers reflecting the value you thought you were providing?
Don’t be afraid to pivot if the data tells you to. For example, you might discover that a secondary benefit of your product is what truly excites your audience. Evolving your strategy means leaning into that insight and adjusting your messaging to match. Regularly reviewing your performance helps you make these decisions with confidence, ensuring your position remains sharp and effective.
Adapt to Market Changes
No business operates in a vacuum. New competitors will emerge, technology will advance, and economic shifts will alter customer priorities. A rigid strategy can quickly become obsolete when faced with these market fluctuations. The goal is to build a business that’s resilient enough to handle these changes. Staying informed is your best defense—keep an eye on industry trends, listen to what your customers are worried about, and watch what your competitors are doing.
For many small businesses, just keeping up with what works in digital marketing can feel like a full-time job. What was effective last year might not deliver results today. Being able to adapt to market fluctuations means you can proactively adjust your tactics—whether that’s updating your messaging to address a new customer pain point or shifting your marketing budget to a more effective channel.
Commit to Continuous Improvement
Maintaining your market position is all about creating a cycle of feedback and refinement. It’s not enough to just look at sales data; you need to understand the “why” behind the numbers. This requires a genuine commitment to listening to your customers and building their feedback into your operations. Use surveys, online reviews, and social media conversations as valuable sources of information.
This process of collecting and analyzing data should be ongoing. Measuring brand positioning helps you see beyond surface-level metrics and understand your true impact on customer perceptions and loyalty. By making continuous improvement a core part of your culture, you empower your team to consistently deliver on your brand promise. This turns your positioning from a static statement in a business plan into a dynamic force that drives your growth.
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Frequently Asked Questions
How is a positioning strategy different from a marketing plan? Think of it this way: your positioning strategy is your core identity—it’s the decision about who you are, who you serve, and what makes you the best choice. Your marketing plan is how you communicate that identity to the world. Your position is the foundation, and your marketing is the house you build on top of it. You need to know exactly where you stand before you can create effective ads, social media content, or emails.
I’m a small business with a limited budget. How can I create a strong position against bigger competitors? This is where being small is actually your greatest advantage. You don’t need a massive budget to have a strong position; you just need to be smarter and more focused. Instead of trying to compete on price or advertising spend, you can win by carving out a specific niche. Focus on a particular type of customer or a unique service that larger companies overlook. A strong position is about being different and meaningful to a specific group, not about being the loudest voice in the room.
How do I know if my current positioning is working? The clearest sign is when your ideal customers start finding you and describing your business in the same way you do. Listen to the language they use in reviews, testimonials, and conversations. Does it match the value you’re trying to communicate? You can also look at the quality of your leads. If you’re consistently attracting the right type of clients who don’t haggle on price, your positioning is likely resonating. If you’re getting a lot of confused inquiries or price shoppers, it might be time for a tune-up.
What’s the real difference between a value proposition and a positioning statement? This is a great question because they are closely related. Your value proposition is a clear, simple statement of the tangible results a customer gets from using your product or service. It’s focused on the specific benefit you provide. Your positioning statement takes that a step further by explaining where you fit into the market in relation to your competitors. The value proposition is about the promise you make, while the positioning statement is about where you stand in the competitive landscape.
How often should I revisit my positioning strategy? While your core position should be built to last, it isn’t something you can set and forget forever. A good practice is to review it at least once a year to make sure it still feels relevant and accurate. You should also consider a review anytime there’s a major shift in your industry, such as a new competitor entering the market or a significant change in customer behavior. The goal isn’t to constantly change who you are, but to make small adjustments to ensure your message continues to connect.