How to Make Your Brand Stand Out in a Crowded Market

Imagine you’ve just opened a bakery on a bustling high street. Your croissants are buttery, your choux buns are perfection, and your sourdough has that perfect crunch. But as you eagerly wait for customers, you notice people walking straight past without a second glance. Meanwhile, the café down the road has a queue out the door.

You wonder what they're doing that you're not...

This is where brand positioning comes in. It’s the secret ingredient that helps customers notice you, remember you, and choose you over your competitors. When I first started learning about marketing, I made the mistake of trying to appeal to everyone. I thought if I cast my net wide enough, I’d catch more customers. But in reality, my message was lost, and I struggled to connect with anyone.

It wasn’t until I honed in on my unique value and ideal audience that things started to fall into place. So, let’s explore how you can position your brand effectively and attract the right customers.

What is Brand Positioning?

Brand positioning is about defining how your business is perceived in the minds of your ideal customers. It’s what makes you different from competitors and why people should choose you. Imagine asking someone to describe your business in one sentence, what would they say?

For example, a fashion brand sells trendy yet affordable clothing for young women. Their brand positioning might be: 'Stylish, budget-friendly fashion for trend-conscious women aged 18-25.' This is an example of a clothing brand, positioning themselves as a cheaper clothing option than competitors for young fashion conscious women.

Why is Brand Positioning Important?

If your brand positioning is unclear, customers simply won’t know if your business is for them. And when people are unsure, they choose a brand they already recognise instead.

Businesses that try to appeal to everyone usually end up appealing to no one. But when you’re clear on who you’re targeting and what makes you unique, you're able to stand out from competitors, attract the right audience and build stronger brand loyalty.

How Do I Position My Brand?

Let’s go step-by-step through how to actually position your brand in the market, in a way that truly resonates with your audience.

1. Establish the Need

Every business exists to solve a problem or meet a need, so you must establish the core need, your product or service addresses.

For example: A meal subscription service provides easy meal preparation. A clothing brand offers trendy fashion. A business coach helps clients gain confidence. Make sense?

Now write down the main need that your business fulfils, this will form the foundation of your brand positioning.

2. Define Your Product Category

This is simply the type of product or service you offer. Are you selling luxury goods, convenience products, speciality products or something else?

Your product category determines where customers will expect to find you. For instance, a convenience product e.g. a ready-made sandwich should be sold in supermarkets, while a high-end skincare brand belongs in a boutique or department store. Being clear about this helps ensure your product is in the right place to reach your ideal audience. So, now you have the need and the category.

3. Identify Your Target Audience

Unfortunately this is an area that many brands fall down on. Identifying your target customer plays a significant role in your brand's position, failing to do so can result in mixed messaging and low sales. So you need to be able to explain exactly who your brand is for.

Conduct thorough research to identify the following:

• Their age range

• Their interests and values

• Their challenges or frustrations

• Their lifestyle

For example, if you sell luxury skincare products, your audience might be women aged 30-50 who prioritise self-care and so are willing to invest in high-quality skincare.

If you have identified your audience and it includes different groups (e.g., students and professionals), this is ok, however it is important to seperate them into segments so you can tailor your messaging accordingly.

4. Identify Your Differentiator

Your differentiator is what sets you apart in the market and so you absolutely must have one. If your customers compared you to competitors, what would make them choose you?

Some common differentiators include:

• Higher quality (e.g., handmade, organic, expertly crafted)

• Lower price (e.g., budget-friendly, value for money)

• Faster service (e.g., next-day delivery, on-demand support)

• Specialised offering (e.g., vegan-only products, exclusive designs)

For example, a meal subscription service targeting busy professionals might differentiate itself with the fastest delivery time.

If you're struggling to identify a differentiator, consider what is most important to your target audience. Your differentiator should align with something they value. For example, students may care more about affordability, in which case you would work towards making your offering budget-friendly. Another example might be professionals who may prioritise convenience, your offering could therefore focus on fast delivery times.

Some brands highlight their differentiator by placing their product next to a competitor’s to showcase the difference, such as '50% more protein than other snack bars!'

5. Identify the Benefits You Offer

Customers don’t just buy products, they buy benefits. There are three levels of benefits to consider:

The Core Benefit

What is the main problem your product solves?

• A TV entertains and removes boredom.

• A fitness app supports better health.

The Actual Product

What are the specific features that your customer is getting?

• A TV's features may include high resolution and sleek design

• A fitness may provide live classes and personalised plans

The Augmented Product

What extra benefits are there that make it even better?

• A TV may come with a 5-year warranty

• A fitness app could have a personal trainer consultation

Make sure your marketing clearly communicates these benefits so customers understand why your product is valuable to them.

6. Write Your Brand Positioning Statement

Now it's time to put it all together and form your brand positioning statement. This statement will act as an internal guide, helping you make branding decisions and create effective marketing strategies. It should be written clearly and succinctly, defining where your brand sits in the market.

For inspiration, here is a real life brand example of brand positioning;

Zara - Fashion Brand

• Need Clothing

• Product Category Apparel & Accessories

• Target Audience Young men and women (18-35) looking for fast, affordable fashion

• Differentiator Trendy, high-quality clothing at affordable prices, with a 2-week turnaround for new designs

• Benefits (Core) Improve self-image, (Actual) High-quality yet low-cost items, (Augmented) Home delivery, post-purchase emails, future discounts.

Statement:

Zara delivers trend-driven, high-quality fashion at accessible prices for style-conscious young men and women aged 18-35. By combining rapid production cycles with a keen eye on the latest runway and street wear trends, Zara ensures customers can access the newest styles in record time.

Everything Zara does, from its pricing to its marketing will reflect this positioning, making it easy for customers to understand exactly who they are.

Love Marketing' Brand Positioning Statement

It also makes sense to take this opportunity to share our brand positioning statement (perhaps for further inspiration!)

'Love Marketing empowers overwhelmed small business owners with clear, no-nonsense marketing guidance that’s easy to understand and apply. Through expert insights, practical templates, and step-by-step strategies, we help entrepreneurs confidently grow their businesses, without needing a marketing degree.'

Conclusion

Brand positioning is what makes customers choose you over competitors. By getting clear on the need you meet, your audience, and your unique value, you’ll create a brand that truly stands out.

You don’t have to get it perfect straight away. Positioning evolves over time as you learn more about your customers. Start with these steps, keep refining, and soon you’ll have a brand that attracts the right people and keeps them coming back.

All the best!