Your positioning is broken.
And it's costing you 6-7 figures in lost revenue.
Bold claim, I know — especially when I don't have the details about your business.
But look at the deets:
- 54% of customers have already stopped buying from a brand because their trust was broken (MarketingWeek).
- 73% of the brands I talk to every week claim they're different because they care.
- The other 27% claim to be the best in the industry.
I'm not a betting man, but if I were, I'd likely have a private island guarded by sharks if I bet that your positioning isn't at 100%.
Nailing that positioning is key to standing out and driving revenue growth.
So, how do you get your positioning to 100%?
Simple. Master the 5 key pillars of positioning.
Positioning Pillars
Positioning is the result of understanding:
- Your unique value (what you do differently from competitors)
- Your ideal customer (who needs that value)
- Your identity (how you look and communicate)
- Your messaging (how you communicate that unique value)
- Your proof (why anyone should believe you)
Align those 5 pillars, and you'll own a unique position in the market.
But if even one is off?
If your unique value doesn't resonate with your ideal customers who don't understand your message and don't believe your proof and can't stand your identity?
You'll own a position in their minds that no business wants to own:
The brand to avoid.
Assessing Your Position
Preventing that "brand to avoid" position starts by asking yourself some questions about your business.
18 questions to be exact:
Differentiation:
- Can you describe what makes your business different in one clear sentence?
- If a competitor copied your offer, would customers still have a reason to choose you?
- Do you DO something different from your competitors (process, deliverable, framework)?
- Is your primary differentiator focused on outcomes or features?
- Do your customers frequently say things like, "We couldn't find this anywhere else"?
Customers:
- Have you defined your ideal customer profile (ICP) beyond just demographics (e.g., priorities, values, motivations, buying journey)?
- Do you have a clear understanding of your ideal customer's needs and preferences?
Messaging & Marketing:
- Are your core positioning statements consistently used across all channels (website, sales decks, social, etc.)?
- Does the message on your website sound similar to your competitors?
- Do you use any of the following words in your brand messaging: innovative, best in class, we care, optimize, enable, or any similar words?
- Do you use strong, bold statements in your copy to claim your unique position?
- Does your content portray your expertise in a way your audience can't find anywhere else?
Proof:
- Do you clearly display client results, case studies, or quantified proof on your website?
- Do you have short, results-driven client testimonials displayed on your website and in your marketing?
- Do industry influencers reference your expertise in their blogs, content, or podcasts?
Identity:
- Does your visual brand (logo, fonts, colors) feel unique in your industry?
- If someone removed your logo from your website, would people still recognize your brand voice?
- Do you have a unique point of view or opinions that come out in your content and website copy?
The answers to those questions will give you a Positioning Score.
Something you can use to determine what needs to change — all so you can own a better position in the minds of your ideal customers.
Get Your Brand Positioning Score
Don't want to figure that all out on your own?
I just released the Brand Positioning Score Quiz.
Answer those 18 Yes/No questions. I'll send you a custom report detailing your overall and individual pillar scores.
Including recommendations and tools to improve that score.
The best part?
It's completely free.
Get your Brand Positioning Score.
You'll know exactly where to focus and how to improve your brand position.
Until next week,
#SassyJason out.
✌🏼