Having any kind of differentiator in business these days is a challenge. You may have great products, your service delivery could be top notch but so are your competitor’s – or so they say. The truth is organisations are finding it increasingly difficult to establish a compelling reason for customers to choose them over someone else. The reality? A strong product or service offering alone isn’t enough anymore. Can brand positioning help?
What is repositioning?
For many businesses, the answer lies in strategic positioning—a process that can reshape how your brand is perceived and create meaningful differentiation. “Is this just brand and marketing jargon?” Absolutely not. This is a business strategy that can drive revenue, customer loyalty and long-term growth.
Why is differentiation so difficult?
Organisations today often rely on the same or similar technologies, systems and best practices, so there’s no space left to be different . If you then layer AI on to this, propositions are in danger of becoming indistinguishable. How can you avoid getting drawn into downward pricing strategies, which for some, seem to be the only way to win? According to PwC, over 70% of B2B leaders struggle with differentiation in today’s markets. The competitive landscape has become commoditised, and businesses are left wondering: How the hell do we stand out?
Enter positioning.
Brand positioning allows you to shift focus from your products and services to something more sustainable—your brand’s unique promise. It helps you find your place in the market that’s about more than just the features you offer. It’s about how your brand feels, looks, and resonates with the people who matter: your customers. Done right, it allows you to stand out in a sea of sameness. It will resonate with customers and ultimately drives business performance.
The brand strategy advantage.
Historically B2B brands have been guilty of believing brand strategy is something reserved for consumer-facing companies But let’s dispel that myth: brand strategy matters just as much in B2B—maybe even more. It’s the framework that shapes how your business operates, communicates, and engages with its market. And your buyers are humans (for now anyway!), they’re people who are influenced by perceptions, emotions, and relationships.
A brand strategy process helps you clearly define your positioning. It enables you to shape a narrative that resonates on a deeper level with your target audience. Maybe it’s exceptional customer service. Maybe it’s a commitment to sustainability or ethical business practices. Whatever it is, your positioning is like your superpower. It’s the thing that helps you win business because your brand is aligned with what your customers value most. And one of the best ways to find that out is by interviewing your customers to learn the truth; the good the bad and the ugly.
This gives you the insight needed to own your space in the market.
Finding the gaps and owning them.
Strategic positioning doesn’t just help you define who you are—it helps you spot the gaps in the market that your competitors are missing. And let’s be honest, there are always gaps. Maybe it’s the fact that nobody else is focusing on sustainability. Or perhaps customer experience in your sector feels like a luxury rather than a necessity.
A study by KPMG shows that sustainability is a priority for 93% of global companies. If they’re your target market then you’ll need to think about aligning with their values and maybe building an authentic position around sustainability to own your gap.
Or take customer service: a Bain & Company report reveals that 80% of buyers are willing to pay more for a better customer experience. So, if competitors are offering similar products but delivering dreadful customer support, you may have found a differentiator.
The bottom line? Identifying these gaps helps you define your positioning. It helps you own something in your marketplace. It’s the value you add, not what you sell.
Positioning is not a tagline
Let’s be clear. Positioning is not a catchy (or clichéd) tagline. It’s about defining your entire approach to the market—how you communicate, how you deliver value, and how you’re perceived by customers. It’s that invisible thread that runs through everything from your marketing to your customer interactions to your internal culture.
So no, this isn’t about churning out some clever copy, whacking it on your website and calling it a day. It’s about building a strategic foundation. One that aligns your business with what your customers actually care about. When your positioning is strong, it shows up in everything you do. Whether it’s in the way your sales team talks to prospects or how you handle problems, a strong position makes your brand recognisable.
And while we’re on the subject: consistent positioning = trust. When customers know exactly what to expect from you, you become the reliable choice, and that’s how you win in the long run. In fact that’s what builds a tronger brand.
But does repositioning drive real results
Yes it does. It can absolutely positively impact your bottom line.
When you’ve got solid positioning, you’re able to charge more, build longer-lasting relationships, and reduce customer churn. In fact, McKinsey found that companies with clear, differentiated positioning grow faster and are more profitable than their competitors. Why? Because they offer something bigger: a brand promise that resonates. And when your brand stands for something that matters to your customers, they’ll pay more for the privilege of working with you.
So, what does this mean for your bottom line? More loyalty, higher margins, and less time spent in price wars.
Stand up and stand out
Stop staring at your product roadmap desperately seeking differentiation. Instead, focus on what can really set you apart: your positioning. This isn’t just a marketing exercise; it’s a strategic business move that will make a tangible difference to your revenue, customer retention, and brand value.
Think of it as your secret weapon. Own a space in the market, build loyalty, and grow—without needing to outspend or out-innovate everyone else. Put positioning at the top of your agenda and start standing out for all the right reasons.
Here are the links to the reports I’ve referenced in the article:
- PwC Pulse Survey: This report discusses the challenges B2B leaders face in differentiating their offerings and highlights how executives are investing in business reinvention and new technologies to drive growth and stand out in competitive markets. You can find more details here PwC
- PwC’s Strategy& Study: This survey from PwC’s Strategy& reveals that many executives are concerned about the lack of clear differentiation in their strategies, with over 70% citing issues in setting themselves apart from competitors. For a deeper look into this report, check it out here PwC
- McKinsey’s B2B Sales Study: McKinsey explores how top-performing B2B companies differentiate through hybrid sales teams, advanced personalization, and technology. For insights into how these strategies drive significant market share growth, you can read the full report here McKinsey & Company