"It's a rush to sameness" - The power of positioning with Aaron Huskins - Part 1

The power of positioning for growing your brand.

When businesses often fall into the trap of mimicking their competitors, the power of positioning emerges as the ultimate differentiator. In Episode 2 of the House of Brand podcast dives into the critical role of brand positioning with insights from Torey Azure and Aaron Huskins of BrandCraft. Together, they unpack the nuances of positioning and why it’s foundational to building a brand that stands out.

What is positioning?

At its core, positioning is about defining how your business fits into the marketplace in a way that is uniquely yours. It’s not just about what you do but about what sets you apart. As Aaron explains, positioning answers key questions like:

• Who are you as a business?

• Who is your ideal customer?

• How do you serve them differently?

Think of positioning as the foundation upon which all other brand elements—messaging, customer experience, and even internal operations—are built. Without it, businesses risk becoming lost in a sea of sameness.

The challenges of crafting a positioning statement.

Creating a clear and effective positioning statement isn’t easy. Many businesses struggle to articulate their unique value proposition (UVP). Often, they default to generic claims like “we offer great customer service” or “we’re trustworthy,” which are essential but insufficient. As Torey points out, these are “table stakes”—the minimum expectations in any industry.

The real challenge lies in digging deeper to uncover what truly makes a business distinct. This requires asking tough questions, analyzing past successes, and sometimes letting go of ideas that no longer serve the company’s growth.

Why positioning matters.

Unfortunately, the “rush to sameness” is a common pitfall. Businesses frequently model themselves after competitors, thinking this will help them succeed. However, this approach leads to undifferentiated brands, forcing customers to choose based on price or size rather than unique value.

Strong positioning allows businesses to:

1. Differentiate from Competitors: By emphasizing what makes them unique, businesses can stand out in a crowded market.

2. Attract Ideal Customers: Clear positioning helps align marketing and sales efforts with the right audience.

3. Drive Growth: Positioning provides a strategic lens for decision-making, ensuring consistency across operations, marketing, and customer experience.

Lessons from BrandCraft’s rebrand.

During our own rebranding process, the BrandCraft team applied these principles. By revisiting our positioning, we identified our core strengths and clarified our ideal client profile. This not only refined our messaging but also influenced our operational focus.

Aaron compares positioning to a “lens” through which every decision is made. Whether it’s crafting a marketing campaign or onboarding new employees, a strong positioning statement ensures that everyone is aligned around the brand’s unique identity.

Practical advice for positioning.

For businesses looking to define their position in the market, Torey and Aaron offer these tips:

1. Move Beyond Generic UVPs: Avoid broad claims like “great customer service.” Instead, focus on specific ways your business delivers value.

2. Embrace Distinction: Don’t fear being different. Lean into what makes your business unique, even if it means saying no to certain opportunities.

3. Involve Your Team: Positioning isn’t a one-person job. Collaborate with your team to uncover insights about your customers, operations, and successes.

Brand positioning isn’t just a marketing exercise—it’s the foundation of a strong, enduring brand. By taking the time to define what makes your business distinct, you can create a brand that resonates with customers, inspires your team, and drives sustainable growth.

Stay tuned for Part 2 of this series, where the House of Brand will explore how to uncover your unique value and articulate it in a powerful positioning statement.