Not everyone finds you remarkable: The case for strong brand positioning

Stop speaking to the masses, most of them don't care about you. But there are a small handful of people who really care and are listening intently. Those are the people that will share the good word about your brand. That's your niche, and strategic brand positioning helps you find them.

The magic happens when you identify your smallest viable audience and craft messaging that speaks directly to their specific needs, values, and aspirations. These people become your brand advocates because they feel seen and understood in a way that generic messaging never achieves.

Brand positioning is not easy; we know from experience. It requires tough and sometimes scary decisions. But the art in marketing strategy is about targeting the smallest viable audience and structuring your message to speak directly to them.

Great branding and marketing that creates real change comes at a price, the price of standing for something. This means making deliberate choices about who you serve and, equally importantly, who you don't serve. To be invisible is to be a generalist.

When you move from trying to appeal to everyone to focusing on a specific audience, something remarkable happens: you become visible. Specialists stand out because they speak directly to particular problems, needs, and desires that generalists ignore.

This visibility shift doesn't mean you'll attract fewer customers, it means you'll attract the right customers. People who truly value what you offer and are willing to pay premium prices for the specific solution you provide.

Make something worth talking about and a story worth telling. Design it and build it in a way that only a few people in particular will be inspired by and care about. That's what strong brand positioning is all about.

Your brand should resonate so deeply with your core audience that they feel compelled to share it with others. This happens when your positioning aligns perfectly with their identity, values, and aspirations, creating an emotional connection that goes beyond functional benefits.

Watch the good word spread. As your brand resonates with its core audience, the impact of your positioning will extend far beyond your initial target, creating a network of advocates and a strong, recognisable presence in the market.

This ripple effect is how niche brands grow into market leaders. They start by serving a small, passionate audience exceptionally well, then expand as word spreads and adjacent audiences take notice of the remarkable experience they deliver.