(And why most brands get it wrong)

Positioning is one of the most misunderstood parts of building a business.

It’s not your logo, your colors, or your visual identity. And it’s not just a catchy tagline.

Positioning is about clarity, clarity in how your business is perceived in the market.

At its core, it answers three questions:

• Where do you compete?
• Why should someone choose you?
• What makes you different in a way that matters?

Most businesses avoid narrowing their focus. They try to appeal to everyone, thinking it will increase opportunities. In reality, it does the opposite.

When your message is broad, it becomes weak. When it’s unclear, it becomes forgettable.

Strong positioning simplifies everything:

• Your marketing becomes more focused
• Your audience becomes more defined
• Your offer becomes easier to sell

The businesses that win aren’t always the best, they’re the ones that are the clearest.