Brand positioning 101: A simple guide for startups

I know, the word “positioning” sounds really wanky, like quite a lot of marketing jargon to be honest. But when you cut through the fluff, it’s actually one of the most important things a startup can get right (or wrong).

If you’re a founder trying to make progress, but your brand feels a bit... beige? This one’s for you.

So, what is brand positioning, really?

At its core, brand positioning is how you want people to see your brand versus the competition. It’s YOUR space on the metaphorical shelf. Imagine walking down the cereal aisle – every box is shouting something different: “We’re eco-friendly!” “We’re healthy!” “We’re the choice of champions!” Your brand needs to do the same – clearly and consistently.

Positioning answers this question: Why should anyone choose you instead of the next startup offering similar products or services?

Why does it matter to startups specifically?

Startups don’t have bottomless pockets. You’re not going to outspend the big players on ads. But you can beat them by carving out a niche and speaking directly to your people.

Good positioning makes everything else easier – your messaging, your marketing channels, even your product roadmap. It’s the compass for your whole operation.

Common traps startups fall into

• Trying to be everything to everyone: You end up sounding like a watered-down version of your competitors.

• Focusing only on product features: Nobody buys just features. They buy solutions to their problems (and sometimes, status).

• Copying the market leader: You’ll always be seen as a second-best version of them.

The 5-step cheat sheet to positioning properly

1. Know your audience inside out

Talk to them, don’t guess. What keeps them up at night? What do they value? What do they actually want – not what you think they want.

2. Map the competition

Who else is chasing the same audience? What are they doing well? Where are the gaps? Find the white space they’re ignoring.

3. Define your unique value

What’s your one thing? Your superpower? It could be your pricing model, your product innovation, or even just your personality as a brand.

4. Craft your positioning statement

This isn’t for your website homepage, it’s for internal clarity. A simple formula:

“For [target audience] who [statement of need], [your brand] is the [category] that [unique benefit] because [reason to believe].”

Example:

For busy mums who need on-demand access to childcare, [Your Brand] is the organisation that delivers convenient access to DBS-checked caregivers so you can relax knowing your children are safe and cared for.

5. Stress-test it

Is it clear? Is it true? Is it different from what’s already out there? And most importantly – does it resonate with the people you’re trying to serve?

Bonus tip: Consistency is king

Once you’ve decided on your positioning, it needs to show up everywhere – your website, your social posts, your sales deck.

In a nutshell

Brand positioning isn’t about shouting the loudest. It’s about being the brand that speaks directly to the right people, at the right time, in the right way.

It can be tempting as startup to fling yourself into the next Big Idea that will change your fortunes. But before you do, take a moment and ask yourself:

Do we actually know who we are and where we fit in the world?

If the answer’s ‘I’m not sure’, it’s time to get clear on your positioning.

Want a second opinion on your startup’s positioning? Grab a virtual coffee with me and let’s make sure you’re not missing a trick.