Positioning vs. branding

There’s often confusion between positioning and branding, and it’s easy to see why. These terms are frequently used interchangeably, even though they refer to distinct aspects of how a business presents itself to the market. Let’s clear this up once and for all.

Positioning is not your visual identity

Let’s get the obvious out of the way: positioning is not your visual branding. It’s not about your company’s colour scheme, font choices, iconography, or the images you use in marketing materials. These elements belong to the visual side of branding, shaping how people perceive the look and feel of your business.

In fact, branding can be summed up as the essence of what people say about you when you’re not in the room. It’s the lasting impression you leave on customers, partners and even competitors. Your brand encapsulates your reputation and the emotional connection people form with your business. But while visual branding may support this, it’s not the heart of what your company stands for.

Positioning: The lens for your value proposition

So, what is positioning? It’s how you present your value proposition to a very specific audience.

Think of positioning as the lens through which your market views the unique value your consultancy brings. Your goal is to ensure this lens is perfectly clear - no scratches, no smudges, and definitely not the wrong prescription.

If your positioning is blurry, vague, or misaligned, your audience won’t clearly understand the benefits of working with you. It’s like wearing sunglasses at night - you obscure your true value, and your potential clients are left confused or disinterested. Effective positioning, on the other hand, ensures your ideal clients see your value proposition in crystal clarity.

Getting positioning right

When positioning is done well, it drives consistency across your entire organisation. No longer will different team members give different answers when asked, "What does your business do?" Instead, everyone will be on the same page, confidently articulating your value in a way that resonates with your target audience.

Positioning isn’t just about what you say - it's about ensuring that the message you communicate aligns with what your target market needs to hear. When your positioning is clear, your audience knows immediately whether your offer is relevant to them. This clarity is the secret to attracting more "perfect-fit" clients and securing their attention.

Think of it like swiping on Tinder. You might swipe right on something that looks polished and attractive, but it’s not until you’ve gone on a date that you find out if it’s truly a match. Positioning ensures that when your ideal audience engages with your business, they find depth, substance and value - not just a well-designed exterior.

Take the guesswork out of positioning

Is your consultancy more than just a pretty brand? Let’s make sure your audience knows it too. Book a 15 minute Positioning Primer today and discover how to build a positioning strategy that truly resonates with your ideal clients.