Positioning in the market: how to avoid being compared on price
You know the drill. You're just starting a conversation with a potential client and the first question on the table is: "How much does it cost?" Not a bad sign in itself, but if that's the only question that matters, you're in the wrong game. The one about being the cheapest. Not the one about being the most valuable.
Brands that are happy to play that game can go ahead. But those who want to grow, choose their position. Because competing on price is rarely a strategy for growth.
The illusion of choice
Without clear positioning, it seems like customers are choosing, but they’re really just hesitating between variations of the same thing. One web builder versus another. Yet another consultant in the mix. A recruiter promising 'the best talent' without context. A logistics partner selling speed, just like the rest. A different logo, but otherwise? Interchangeable. And therefore: negotiable.
Choosing is the new convincing
Positioning isn’t about yelling you’re unique. It’s about showing who you’re for—and more importantly, who you’re not for. It’s about being clear. In words, in choices, in style. So you're not the best option for everyone, but the obvious one for some.
A position is not a pitch
Saying "we offer brand positioning workshops" is a pitch. Saying "we help service companies claim a position in the market that shields them from price pressure" is a position. The first invites questions about cost and duration. The second invites curiosity about outcomes and relevance. The second invites questions about approach and impact. The first opens a price discussion. The second opens a conversation.
Positioning is focus, with consequences
Positioning means focus. And focus has consequences. Not everyone will still be a fit for you. But that’s the point. The right ones will lean in. Because they feel understood. Because they think: this isn’t just a vendor, this is a partner who gets where I’m going.
And that is non-negotiable.
Book the brand positioning workshop for your company and discover how to claim a space that sticks. Not one that merely costs something, but one that’s truly worth something.
