#21 - One brand positioning insight to gain clarity

This week, while working with a client, I had an insight that made me realize something about positioning work.

Every time I finish a session, I always ask what the takeaway was from their experience. This time, they told me:

"You helped us clear the noise in our minds and focus on what really matters. We are so energized and excited again to push this forward!”

And this is what I noticed:

In the journey of business, the concept of positioning often feels like an elusive puzzle piece.

Questions like "Who am I?" or "Who are we for?" and "What's unique about us?" can make it feel impossible to define and even harder to condense into a single, concise statement.

Because of this struggle, our reaction often tends towards looking outside in search of what we are missing. We assume that the work is all about finding this missing piece to complete the magical puzzle.

Well, I'm here to tell you that positioning work is not about that. In fact, it's about going in the opposite direction.

Positioning work is about clearing the clutter and noise. It's not about searching for something external; it's about an internal excavation.

If you have a running business and you're looking to grow it, it's not about communicating more, but about saying less while being more assertive in the value you're communicating.

There's something you're already doing really well in your company - your secret sauce, your special move, your unique angle - that is being hidden by all the noise you're creating. People are not seeing your uniqueness because you've been too loud about a thousand other things.

Positioning work is the art of stripping away everything that doesn't define your uniqueness. It's about channeling your efforts, energy, and communications toward that core identity you've uncovered.

But here's the challenge: When you're immersed within your business, you're too close to see it objectively.

You're entangled in the 'whys' that matter to you, not the 'whats' that resonate with your audience—the ones who need to know: "What's in it for me? Why should I care?"

It's tough to switch viewpoints when you're trying to navigate the positioning problem by yourself - or even with your team when they are immersed in the business as well. Not every detail crucial for delivering your product or service is valuable to convey to your clients.

So, how do you clear the noise?

This is how I advise approaching positioning work:

1. You need someone who comprehends consumer behaviour but doesn't reside within your business's daily intricacies. Someone who is skilled in guiding you out of your own mind.

2. Motivation - problem - vision - value - promise - audience - solution.

   Each of these components should be described in just a few words.

3. Anything that doesn't align seamlessly with this narrative thread should be cleared out from the table. It might be part of what you do but it's not why you stand out.

Positioning is not about finding something external but about rediscovering your inner essence and going all in on your distinctiveness.

It's the art of connecting with your audience on a profound level, showcasing what truly matters to them.

Changing how you see your business changes everything.

Action step

👉 Set aside 20 min to work on your version of this prompt to get the clarity you need to set your business for authentic growth.

Create a clear short narrative following the thread:

Motivation - problem - vision - value - promise - audience - solution

Warmly,

Nathalia Montenegro

P.S : Ready to find out exactly what you need to do next to grow your business?

Here's how I can help:

• If you haven't yet - connect with me on Linkedin or Instagram to get weekly insights on aligning your brand and business for authentic growth.

• Want guidance to reposition, realign or consolidate your brand & business? Book a complementary clarity call with me here.

PS2: New here? Read the previous issues of this newsletter here.