Positioning
market positionPositioning means the deliberate choice of what position a company takes in the customer’s mind relative to competitors: who we are for, where we are best and what we compare to. The position steers everything else from messaging to pricing.
Good to know
Positioning’s core is renunciation: a position that tries to suit everyone stands out to no one. A sharp choice, such as a narrow industry or an unusual operating model, feels like shrinking the market but multiplies the hit rate in the chosen group, who feel the message was made for them.
A position is an empty claim without proof: it must show in the service, the pricing, the references and the vocabulary. Nor is it chosen in a vacuum but against the alternative the customer compares you to, and it crystallises into a value proposition you can say out loud in one sentence.
IN PRACTICE
The steps of choosing a position
Know the alternatives
What the customer compares you to: competitors, doing it themselves, doing nothing. The position is defined against the real alternative.
Choose winnable ground
Where you are genuinely strongest and to whom that matters most. A narrow first place beats a broad third.
Prove and repeat
References, numbers and specialised content earn the position. The same message in every channel until it sticks.
PITFALLS
Two positioning mistakes
Everything for everyone
"Quality service for companies of all sizes" positions nothing. Renunciation is positioning’s price and power.
The position is declared, not earned
Declaring yourself a specialist without specialised service and proof gets exposed in the first sales conversation.
FREQUENTLY ASKED
Frequently asked questions
How does positioning differ from a value proposition?+
Positioning is the strategic choice of ground; the value proposition is its crystallisation for the customer. First choose the terrain, then phrase the promise.
Should a small company specialise?+
Almost always: a narrow position makes a small player big in the chosen group. The specialist beats the generalist in search, in sales and in pricing.
How do I find out my current position?+
Ask customers: why did you choose us, who did you compare, how would you describe us to a colleague. The answers reveal the real position, which can surprise.
Can a position be changed?+
Yes, but slowly and consistently: a new position needs new proof and months of repetition. Sawing between two positions destroys both.
Does positioning show in search engines?+
Directly: a narrow position means more precise keywords with lighter competition and better conversion. "Marketing agency for restaurants" wins its niche far more easily than "marketing agency" ever will.
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Maintained by the VSCY editorial team · Updated 6 Aug 2026 · Part of the marketing glossary (99 terms)
