Positioning 101: How to Stop Sounding Like Everyone Else

If your homepage could be swapped with a competitor’s and no one would notice…
That's not just a messaging problem. That's a positioning problem.

Positioning is what makes someone say:
“This brand gets me.”
Not: “They seem… nice, I guess?”

What Positioning Actually Means (in plain English)

It’s not jargon, it’s your brand’s answer to these four things:

  • Who is this for?

  • What do we do differently or better?

  • Why should anyone believe us?

  • What do we want to be known for?

If you can’t answer those clearly? You’ll default to the industry’s favourite crutch:
Generic vibes and meaningless adjectives. (Think: “quality,” “service,” “tailored solutions,” “we’re passionate.”)

3 Positioning Traps You Don’t Want to Fall Into

1. Describing what you do, not why it matters
Saying “We offer X” isn’t positioning, it’s a menu. And nobody orders unless you show them why it’s the best thing on it.

2. Trying to appeal to everyone
If your audience is “anyone,” your message becomes “nothing.” Broad ≠ bold.

3. Relying on adjectives instead of proof
“High quality” isn’t a differentiator, it’s the bare minimum.

The One Formula Every Brand Should Use

We help [specific audience] who struggle with [specific problem] get [specific outcome] by doing [your unique advantage].

Example:
Generic: “We offer marketing services for small businesses.”
Positioned: “We help hospitality brands turn slow seasons into booked tables with campaign-led content and paid ads that drive reservations.”

Use the “3 Proofs” Rule

Great positioning sounds good. Strong positioning proves it.

  • Proof of performance → Stats, metrics, growth, outcomes

  • Proof of process → Your method, your system, your approach

  • Proof of people → Testimonials, client logos, case studies

Quick Test: Does Your Homepage Actually Say Anything?

Open it up. Check the top section. Ask yourself:

  • Do we say who we’re for?

  • Do we name a real problem we solve?

  • Do we make a clear promise?

  • Do we back it up with proof?

If the answer is mostly no, don’t post more content, don’t boost the ad budget.
Fix your foundation first.