Have you underestimated your positioning? 

We are all being targeted with a lot of content, a lot of the time, and as a business owner – you have a lot on your plate but could your positioning work harder to deliver you the right enquiries and opportunities?  

It’s all very crowded, and each of us needs to stand out. It’s hard to hang your hat out and say ‘we only want to work with people like this…’. However, if you’re looking to maintain in a bad market, grow or sell someday, you need to be different, lead the race and win the battle for attention. 

The Power of a Clear Position

A clear positioning can be a tagline, but it can also just be an opener or your homepage slogan, and I would also argue, it doesn’t have to exclude anyone but it has to be right for your business, be future-thinking and most importantly clear and unique. I know lots of creative agencies use the words creative and experiential, but why not talk about the good you do? Or the problems you solve? Or why you are a trusted partner by your clients? 

Think of your positioning like breadcrumbs – it’s a way for people to find you. Maybe the bowl of porridge that it just right? 

Specialism Over Generalism

I see lots of agencies that are multi-discipline, sector agnostic, full service and end-to-end, but it doesn’t make you sound special. I heard a Founder once say that he wanted to be the best at just SEO, in his local town. And then, the closest next two towns, the closest City, and so on. Then it would be SEO and Ad Words. You can grow you see – it doesn’t have to be full service global creative agency now or ever frankly, but you can trial talking about a specialism then make it two or three and see how it goes. How your customers feel about you and how people remember you is so very important. 

What does it take to Stand Out

Write down – what you deliver, who for, where, how and why it matters. And think about who your business will grow into in 3 or 5 years time. You want your positioning to be ahead of where you are; not into 2030, or 2050, but maybe 2028? 

Agencies who truly stand out are those who can articulate their value, demonstrate their expertise, show results and have a unique view or way of doing things. 

Evolving Positioning as You Grow

Positioning isn’t static. As an agency matures, its specialisms, audience, and market position will evolve. The key is to refine and reinforce positioning over time rather than letting it drift. This means:

• Listening to the market: What challenges are emerging for your clients, and how can you respond?
• Developing thought leadership: Producing content, speaking at events, and becoming a visible expert in your space.
• Ensuring alignment: Your positioning should be reflected in everything from your website copy to the way your team talks about the business.

Positioning is a Business Development Tool

A strong position doesn’t just shape marketing—it shapes business development. Agencies with a clear position:

• Find it easier to generate inbound leads because their expertise is evident.
• Win bigger pitches because they can demonstrate deep industry understanding.
• Avoid the ‘feast or famine’ cycle by attracting a steady stream of well-matched clients.

The Bottom Line

In a sector where competition is fierce and differentiation is everything, positioning isn’t just a marketing exercise—it’s a business strategy. Agencies that invest in sharpening their position don’t just survive; they thrive. The ones that try to appeal to everyone? They’re the ones constantly chasing new business, struggling to maintain margins, and wondering why growth feels so elusive.

The choice is clear: own why you are special or risk fading into the noise!