Everyone talks about 'good positioning' but what does that actually mean?

Happy Thursday,

Today I want to talk about what good positioning looks like. Every marketer tells you need it to build the foundations of your marketing strategy. But what does it actually mean? Here’s a quick explanation in under 2 minutes.

Positioning isn’t just a line at the top of your website.

Marketing positioning is how your brand shows up in the minds of the people you’re trying to reach – and why they’d choose you over someone else.

It’s the thread that runs through everything – from your homepage to your sales calls to how you describe your business at a dinner table.

When it’s off, everything feels harder: the copy, the pitch, the growth.

Here’s what strong positioning actually looks like – with a few real-world examples:

It’s clear.

People need to understand what you do straight away.

Notion – “The happier workspace.”

This is a promise of more than just software. It’s a promise of a better experience of work. Clear, simple, and emotionally on point.

It’s specific.

Positioning works best when it speaks to a defined group of people.

Xero – “Get back to what you love with Xero.”

This doesn’t lead with features. It leads with the feeling of relief solo business owners get when the admin is handled – and they can focus on the work they care about.

It’s different.

Good positioning shows what sets you apart, without needing to spell it out.

Kit – “For creators who mean business.”

This draws a line. It speaks directly to serious creators and signals that this is a tool built with them in mind – not just anyone with a newsletter.

It’s aspirational.

It points to where your audience wants to go – and positions you as the one to help them get there.

Shopify – “Be the next big thing.”

It could’ve focused on features or infrastructure. But instead, it taps into ambition. It’s forward-looking, and it hits.

It resonates.

The message lands because you’ve done the hard work to understand your audience; it’s rooted in truth, and it’s written in a way your target customer really feels.

When that happens, everything else – from your content to your conversions – gets easier.

If your message feels muddled or stretched too thin, positioning is usually where the fix starts.

Signing off until next time,

Tania

PS. If you want to clarify your positioning so the right people – the ones you actually want to work with – can find you and buy from you, Bravebird Boost is a great place to start.

You’ll get tailored workshops, strategic messaging documentation you can run with, and done-for-you website copy you can implement straight away – all written to speak to your target customer in a way that feels authentically you.

(Don’t just take my word for it – scroll down and see what others have said.) 🐓