Most marketers describe it interchangeably with a ‘niche’ or ‘value prop,’ which makes them look like they’ve never opened a marketing book.

So what is it (and isn’t)

First things first: forget everything you thought you knew about positioning.

It’s not just a marketing tactic or a catchy slogan.

It’s the very DNA of your business.

Positioning is a fundamental business decision that informs everything you do.

A useful analogy is atomic design.

It’s the smallest atom in your business organism, the building block that shapes your entire company from the inside out and the outside in.

Inside out.

Positioning as a business strategy

When we talk about “inside-out,” we’re looking at how positioning informs your business strategy. This is where the rubber meets the road, folks.

Take Volvo, for example. Their positioning is all about safety. But it’s not just a marketing gimmick.

It’s a core business decision that influences:

• How they design and build their cars
• The engineers and designers they hire
• Their company culture and values
• Their focus on crash test demonstrations

This safety-first positioning is baked into every decision Volvo makes.

It’s not just what they say; it’s what they do.

Outside in.

Positioning as Brand Strategy

Now, let’s flip the coin. The “outside-in” perspective is how your customers perceive your positioning.

This is where brand strategy comes into play.

Sticking with our Volvo example, their safety positioning translates into a brand that’s perceived as reliable, trustworthy, and family-oriented. When people think “safe car,” they think Volvo.

That’s powerful positioning at work.

Positioning goes beyond marketing.

It is just one of the many tools in your positioning toolkit.

Positioning means making choices.

So, how do you nail your positioning?

Start by asking:

1. What unique value do we offer?
2. What do we want to be known for?
3. How do we want our customers to feel?
4. What internal decisions will support this position?

Remember, your positioning should inform everything from your product development to your customer service to your marketing campaigns.

Positioning isn’t just a marketing exercise.

It’s the atomic core of your entire business strategy.

It’s what you do, not just what you say.

When you get it right, it aligns your internal operations with your external perceptions, creating a powerful, cohesive brand that resonates with your audience.

So, take a hard look at your positioning.

Is it informing every aspect of your business?

Is it clear, consistent, and authentic?

If not, it might be time to realign your atomic core.

(Read pains and gains of positioning)

Remember, in business (as in physics), it’s the fundamental particles that hold everything together.

Make your positioning the strong force of your business, and watch your brand’s universe expand!