how strategic choices shape your brand 

A few months ago, I had the privilege of speaking at BGL Regtech 2024, traveling across Australia’s capital cities. Sharing the stage with BGL’s Daniel Tramontana, Ron Lesh, Adriana Cavello, and Aly Garret was an incredible experience. 

My session focused on ‘positioning,’ one of the event’s key themes alongside People and Purpose. When Daniel first asked me to speak on this topic, I was taken aback, after all, I’m not a marketer. But soon, I realised that positioning is about more than just branding. It’s about the intentional choices that define who you are, what you stand for, and how you want to be perceived. My own journey, building a business, helping clients, and learning from life’s challenges was the perfect foundation for understanding the true meaning of positioning. 

 

positioning with purpose 

Positioning isn’t just about clever taglines or flashy logos. It’s about making intentional choices that shape your brand’s identity. When I first started my business ‘All That Counts’ 18 years ago, I wasn’t thinking about branding in a strategic sense. But after joining businessDEPOT 2 years ago, I saw how positioning plays a crucial role in success. The team’s focus on being ‘the one place for business’ resonated deeply with me, aligning with my own values and professional goals. 

Clear positioning helps clients understand the unique value you provide. Without it, you risk blending into the background, leaving potential clients unclear about why they should choose you. Positioning is the difference between being just another option and being the option. 

 

authenticity: the key to powerful positioning 

My commitment to positioning stems from personal experiences. Growing up, I saw first-hand how financial pressures can devastate small businesses. These experiences ignited my passion for helping businesses not just survive, but thrive. By positioning yourself as someone who truly cares, backed by real-life experiences, you build trust and authenticity, which are invaluable in any client relationship. 

 

the strategic power of the 4 L’s 

One of the most valuable tools I’ve adopted is the ‘Four L’s’, a concept introduced to me by the executive team at businessDEPOT. This framework encourages you to reflect on what you Love, Loathe, Long for, and what you’ve Learned. It’s a simple yet powerful way to assess your direction and ensure your actions align with your values and strengths. 

Using this approach not only clarifies your personal and professional goals, but it also helps you make strategic decisions that strengthen your position in the market. 

 

standing out in a crowded market 

Positioning also means differentiating yourself. The key question your positioning should answer is: ‘How do I stand out?’ Imagine walking into a library filled with books, but without a catalogue, finding what you need would be chaos. Positioning is your catalogue. It guides potential clients to you because they see you as the solution to their specific problem. While differentiation makes your brand memorable, trustworthy, and sets you up for long-term success. 

 

the risks of neglecting positioning 

Failing to position yourself effectively comes with real risks. You may attract the wrong clients or employees and struggle to differentiate from your competitors. Without a clear positioning strategy, your efforts become scattered, resulting in missed opportunities and stagnated growth. 

 

shining your unique light 

At its heart, positioning is about more than standing out, it’s about shining a light that attracts the right clients and team members. It’s the compass that guides every decision you make, from purpose to people to product. When you position yourself with clarity and intention, you don’t just compete; you inspire loyalty, create impact, and build a business that resonates with those who matter most. 

 

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