In today’s fast-paced tech landscape, having a great product isn’t enough. The real challenge? Making sure your target customers know why they should choose you over competitors. That’s where brand positioning comes in.
On my episode of Wisdom From Wizards featuring Hattie the PMM, founder of productmarketers.com, we discuss the power of personal branding — both internally within a company and externally to the market. Hattie’s insights apply just as much to tech scaleups looking to differentiate and build lasting customer loyalty.
Brand positioning is the distinct space your company occupies in the minds of your customers. It’s how they perceive your value compared to alternatives in the market. Strong positioning makes you:
✅ Memorable — Your audience instantly understands what you stand for.
✅ Preferred — Customers choose you over competitors based on clear differentiation.
✅ Defensible — You avoid the race to the bottom on price and build a brand that lasts.
Before your brand can stand out externally, it needs clarity internally. Ask yourself:
A misaligned internal brand leads to inconsistent messaging and market confusion. When your internal positioning is rock solid, your external messaging becomes far more effective.
Your external brand positioning should answer three key questions for your audience:
🔹 Who are you?
🔹 What do you solve?
🔹 Why should they care?
If your answer is vague or generic, your company risks becoming “just another option” instead of a must-have. The most successful tech scaleups don’t try to be everything to everyone. Instead, they carve out a unique, defensible position in their market.
💡 Own a Niche — The riches are in the niches. Identify the specific market segment where you can dominate, rather than competing in a broad, crowded space.
💡 Clarify Your Value Proposition — What do you offer that no one else does? Make it clear and compelling.
💡 Align Your Messaging Across Channels — From your website to your sales deck to LinkedIn, your positioning should be consistent and unmistakable.
💡 Leverage Personal Branding — Just as Hattie emphasized in our interview, personal and company branding go hand in hand. Your leadership team should actively reinforce your brand’s positioning through content, speaking engagements, and social proof.
In today’s competitive market, the best product doesn’t always win — the best-positioned brand does. Tech scaleups that define their positioning early and execute it consistently build trust, attract loyal customers, and create category leadership.
📩 Want more insights on brand positioning, plus a FREE eBook of my Amazon bestseller Product Marketing Wisdom?
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