The Psychology of Brand Positioning: How to Claim a Category of One
When I first started out, I introduced myself as a “web designer.” (Sometimes I still do 🙈)
It was true — but not very inspiring. Prospects immediately put me in the mental category of “someone who makes sites” and compared me to dozens of others. Conversations always came back to price.
The breakthrough came when I repositioned myself as a Strategic Growth Designer. Suddenly, I wasn’t being compared to every other designer. I wasn’t fighting to justify my fees. I had carved out my own category: someone who blends strategy, brand, and website into a growth ecosystem.
That’s the power of brand positioning - and it’s the difference between competing in a crowded market and becoming the obvious choice.
What Brand Positioning Really Means
Positioning isn’t about what you do. It’s about how your audience perceives you, relative to alternatives.
Think of it this way:
Apple isn’t just “a computer company.” They position themselves as innovators and creators.
Tesla isn’t just “a car manufacturer.” They position themselves as the future of sustainable transport.
Both could be described in generic terms, but their positioning makes them stand apart.
As an entrepreneur, if you don’t control your positioning, your clients will. And often, they’ll put you in the “wrong box.”
The Psychology of Perception
Human brains are wired to categorise. When someone meets you or lands on your website, they subconsciously ask:
“Who is she?”
“What’s she like?”
“What’s she worth?”
If you don’t define your position, they’ll default to assumptions. For me, that assumption was “basic web designer.” For one of my clients, it was “admin support” when she was actually a high-level consultant.
Positioning is about closing the gap between what you mean to say and how people actually perceive you.
Framework: 4 Elements of Strong Positioning
Audience: Who do you serve best? Get specific. “Coaches in midlife leaving corporate” is stronger than “anyone who needs help.”
Category: The space you play in (coach, consultant, strategist, designer).
Differentiator: What makes you unique (your method, background, approach).
Value: The tangible outcome you deliver.
👉 Try this: fill in the blank — “I help [audience] achieve [outcome] by [unique approach].”
Why Most Entrepreneurs Get Positioning Wrong
Too vague. (“I empower people to live their best lives.” → Forgettable.)
Too broad. (“I work with everyone.” → Resonates with no one.)
Too task-focused. (“I design websites.” → Commodity.)
My Positioning Shift (Story)
I noticed that clients kept thanking me not just for websites, but for simplifying their whole digital presence. They’d say, “Lucy, you made me feel clear.”
That insight helped me reposition: I wasn’t just a designer. I was someone who turned messy, DIY brands into strategic growth platforms.
When I claimed that, my enquiries changed. Clients stopped asking “how much is a website?” and started asking, “Can you help me build my brand?”
Case Study: The Consultant Who Was Misunderstood
A consultant with 15 years’ experience thought she was positioned as a strategic advisor. But when we asked her clients, they saw her as someone who handled “systems and admin.”
That perception gap meant she couldn’t raise her fees. We redefined her positioning: “I help business leaders achieve transformation through strategy, not tasks.” Her visuals, website, and messaging were updated to match. Within months, she was signing contracts at a higher level.
Practical Exercise for You
Write down what you think your brand is saying.
Ask 5 past clients: “What’s the first thing that comes to mind when you think of my work?”
Compare the two. Is there a gap?
If there is - that’s your positioning challenge.
