What is Brand Positioning and how can you use it effectively in your marketing to get more clients in 2026?
Brand Positioning defines how your brand is uniquely suited for your ideal customers.
Essentially – how do you stand out amongst a sea of businesses who offer the sane services?
After working as a designer for 11 years, I noticed that most service providers were good at what they did, but struggled to sell effectively due to weak brand positioning.
Today’s blog will cover what brand positioning is, how to position your brand and a real-life example of brand positioning.
Heres what we’ll cover?
- What is Brand Positioning?
- What’s the difference between Positioning and a Niche?
- What makes Positioning effective?
- How to get more clients with effective Positioning (an example)
- How to start developing your own Brand Positioning (Get the Freebie)
What is Brand Positioning?
Ill quote Uli Appelbaum here:
A “brand positioning” defines the space your brand aims to occupy in the minds of your consumers.
What’s the difference between Positioning and a Niche?
Although Niche and Positioning have similar benefits, they are not the same. A niche define a a target market – a segmented group of customers that your business will solve. While Positioning focuses on how your business differentiates itself from others in that niche.
To attract and sell to more of your ideal clients as a service provider you’ll need to first select a niche, so you understand who you are talking to, and then define your Positioning so you know how to talk to customers in that target market.
How to get more clients with effective Positioning (an example)
If youre a service provider, who successfully gets clients on discovery calls regularly but has trouble closing, its probably not about your price – its about your perceived value.
Lets talk about a web designer client of mine. She had no problem getting leads, but after the call they would just fade away, and she had no idea why.
To start the diagnostic, we looked at how she was currently positioning herself.
Ideal Client: Female business owners
Brand Benefit: Beautiful website, technical support, good SEO
Technically yes, female business owners do want a beautiful website, with technical support and good SEO. The problem is thst its pretty much the standard for any web designer.
For Brand Positioning I like to focus on it in 3 parts – who the client used, whst they really need and the benefit of working with the brand.
- Ideal client – who are they?
Female business owners.
- Ideal client – what they need?
What were they struggling with? → Primarily the organiation and time management around taking manual bookings
And what did they really want?→ More time better serve their own clients
So what should we sell instead?→ A platform that streamlined bookings
- How my client differentiated herself (history)
Although my client was anew web designer, this wasn’t her first business. But she failed to talk about her previous experience in her marketing, which positioned her as a novice.
After:
To: Females who were already established, working primarily in health or wellness fields. Now in the first months of starting their first solo business.
Your brand is: a web design and technical partner who offers long term support from a technical and business standpoint.
That: Creates beautiful websites which got you found on Google and streamlined the booking process to free up more time to develop their business.
Because: unlike most web designers who come from a design background, this Web Designer comes from an art and business background. Not only does she understand visual taste, she knows what struggles solo business owners have in their first year of business especially when it comes to the stress of taking bookings.