What is market positioning and why does it matter

Charting your direction

Market positioning. Your niche. The category you're in. The market you're in. Your ecosystem and competitors. These things are all important. But what we're really trying to get to is the position you hold in your customer's mind. What do they come to you for?

You might be family friendly, but are you somewhere families go because the parents want to go, and there's also something for the kids? Or do they go because the kids will have a blast? Do you see the difference?

Let's explore what market position is, how you build this effectively and in the mind of the people you want to connect to. And we'll also look at some common mistakes to avoid.

What is market positioning?

Previous to launching Monument Marketing, I worked in a top creative agency as a strategist, and my favourite work was working on brand strategy (I still do this sometimes for agencies as a freelance strategist).

This work was so rewarding, because I get to spend a lot of time really getting to know a brand, get under the skin of what it is they do, what makes them unique and motivating to their customers. What keeps people coming back.

There's been a shift in thinking about positioning in recent years. It's subtle, but important. We used to try and get businesses to differentiate. It was all about being different. Breaking out of your category and being your own thing. Making sure you're swimming against the stream of everyone else in your market. But at some point, if everyone's totally different, you're all kind of the same? And it can also sometimes be really helpful to fit in to a category in someone's mind.

Recently it's about being distinctive. Everything we're doing is about building memory structures in the mind of the people you want to influence. How can we make you easy to bring to mind at the right moment?

You need to have their attention, resonate with them, and be relevant to them. In that moment.

For example, how could Dalkeith Country Park make sure it's at the forefront of every parent's mind (living within a reasonable distance, of course), when they're planning what to do with the kids at the weekend? Rather than, say, a soft play centre. Well, it's positioned as a leisure destination. Primarily it's a place the parents want to go, where there's plenty to keep the kids occupied.

What is market positioning versus brand positioning versus product positioning?

There are some interesting, related terms to understand when thinking about this. Here’s a clear breakdown of the differences between market positioning, brand positioning, and product positioning.

1. Market Positioning

Market positioning refers to how an organisation or product is perceived within a broader market, often relative to competitors. It’s about finding the unique space you occupy in the overall market landscape, and what you mean to your customers.

Key Focus:

• The bigger picture: Where you fit in your industry or sector.

• Target audience: Defining who you serve and how you meet their needs better than competitors.

• Competitors: Positioning against other players in your market.

Example:

• Dalkeith Country Park positions itself in the Scottish heritage and leisure market as a lifestyle destination blending history, nature, and boutique retail.

2. Brand Positioning

Brand positioning is about how your brand (as an entity) is perceived in the minds of your target audience. It’s the emotional and conceptual space your brand occupies in their mind, built on trust, values, and identity.

Key Focus:

• Your identity: What your brand stands for (values, vision, personality).

• Emotional connection: How your audience feels about your brand.

• Consistency: Building a cohesive story across all customer touchpoints.

Example:

• Johnnie Walker: "Keep Walking" positions the whisky brand as a symbol of progress, resilience, and refinement, creating a strong emotional connection beyond just the product.

3. Product Positioning

Product positioning is how a specific product is perceived in relation to competing products. It focuses on the unique benefits and features of the product and how it solves a customer’s problem.

Key Focus:

• The specific offering: Why this product is the best solution for its intended use.

• Features and benefits: Highlighting what makes the product unique or better.

• Targeted audience needs: Tailoring messaging to a segment looking for a specific solution.

Example:

• Archerfield Links: Positioned as a premier coastal golf retreat blending world-class golfing facilities, luxury accommodation, and personalised service, offering a serene yet exclusive experience that sets it apart from traditional golf resorts.

Key elements of market positioning

• Target audience: Knowing who you are speaking to.

• Competitor analysis: Understanding your competitors' positions.

• Unique selling proposition (USP): What makes your organisation unique.

• Brand values and story: How your organisation’s values and history shape your position.

Aspect	Market Positioning	Brand Positioning	Product Positioning
Scope	Entire market	The overarching brand	Individual product
Goal	Define your place in the competitive market	Build trust and emotional connection	Highlight unique features and benefits
Focus	Competitors and target audience needs	Values, identity, and emotional resonance	Practical and functional customer benefits
Example Question	“Where do we fit in the market?”	“What do we stand for as a brand?”	“Why should someone choose this product?”

Think of it as layers of the same strategy:

• Market positioning = the map of the market.

• Brand positioning = your identity on that map.

• Product positioning = specific paths or routes you offer customers.

Why market positioning matters

Good positioning helps heritage organisations and historic properties build trust, influence purchase decisions, and differentiate themselves by aligning their unique identity with the needs and desires of their audience.

1. Build trust

2. Influence behaviour

3. Distinguish yourself from competitors

Build trust with your audience

Good positioning consistently communicates your values, mission, and unique story, creating credibility and emotional resonance with your audience.

Example 1: A historic estate offering holiday cottages

Positioning: "Escape to history: Stay in a 17th-century estate, where modern comfort meets timeless charm."

Result: Trust is built by emphasising the estate’s authenticity and heritage while assuring visitors of high-quality, modern amenities. Guests feel confident their experience will meet their expectations.

Example 2: A community-led heritage project

Positioning: "Preserving our past, building our future together."

Result: Locals and donors trust the project because the messaging focuses on shared values (community, preservation) and transparency, making them more likely to engage or donate.

Influence behaviour

By clearly articulating the value and unique benefits of your offering, strong positioning reduces hesitation and makes it easier for your audience to say "yes."

Example 1: A castle wedding venue

Positioning: "Your fairytale wedding deserves a setting as unique as your love story."

Result: Couples are persuaded to book because the positioning connects emotionally with their desire for a once-in-a-lifetime, bespoke experience.

Example 2: A museum with an interactive exhibition

Positioning: "Step into the shoes of history’s trailblazers with Scotland’s most immersive museum experience."

Result: Visitors are influenced to buy tickets because the messaging highlights a unique, memorable experience that stands out from other museums.

Distinguish yourself from competitors

Good positioning highlights what makes you distinctive, ensuring you’re not competing solely on price or generic benefits.

Example 1: A rural estate with diversified ventures

Positioning: "More than an estate—experience award-winning gardens, artisan food, and unforgettable family adventures."

Result: Differentiates the estate from others by showcasing its multi-faceted offerings, appealing to diverse visitor interests.

Example 2: A heritage site promoting sustainable tourism

Positioning: "Explore history responsibly—supporting conservation, one visit at a time."

Result: Sets the organisation apart from competitors by appealing to eco-conscious visitors who want to align their choices with their values.

Heritage organisations and historic properties face specific challenges: limited budgets, niche audiences, and the need to balance tradition with modern appeal. Good positioning addresses these challenges by:

• Clearly defining who you are and why you matter to your audience.

• Helping you stand out in a crowded market where competitors may rely on similar features (e.g., scenic landscapes or historic buildings).

• Creating stronger emotional connections that drive trust, engagement, and loyalty.

Steps to develop your market positioning strategy

This is the type of project I absolutely LOVE working on. I love digging into who your customers are. Who comes to you and why. Who is NOT coming to you, and why on earth not? What do they know, what don't they know?

What is their perception versus the reality of who you are?

And then deeply understanding who you are as an organisation. What's your vision? What's your ambition? There is nothing more exciting for me than hearing organisations speak about the picture of the future they have in their mind. Their ideal destination.

So, other than hiring a freelance marketing consultant like me, how do you get started on your market positioning strategy?

Here are the steps that you need to work through:

• Step 1: Research your audience and competitors.

• Step 2: Define your USP.

• Step 3: Align your messaging and visuals with your positioning.

• Step 4: Test and refine your strategy over time.

Market positioning for heritage organisations

There are some really unique challenges that heritage organisations and historic properties have when considering their market positioning, brand positioning and product positioning. Here are some of the common ones I see crop up a lot.

Balancing the past and the future

How much do you proudly show off the journey, the historic, the heritage, the stories of the past? How much do you look to the future? How do you you stay relevant to a modern audience. This is particularly challenging if you want to portray yourself as a modern, forward facing organisation, but you ultimately are who you are because of where you, or the industry, has been. For example, whisky brands doing something quite different often find there's tension between the traditions of whisky craft that are beloved, and the story we're telling today.

Not wanting more visitors

For many businesses this sounds a little insane. But for many historic sites, they are the custodians of something that is deteriorating, however slowly, and more visitors, means more deterioration. How do you balance being relevant and bringing in revenue, with the protection of that which you are bringing in revenue to protect?

The age old question of age

We want more visitors, which usually means attracting a younger audience, but we don't want to put off our current, and often very loyal, customers. Focusing on the differences in seemingly opposing customer groups can make a mountain out of a molehill. By looking at what unites them, outside of how many years they've been on this planet, can create some wonderful positioning opportunities.

3 common mistakes to avoid

1. Being too broad or generic in your messaging.

2. Ignoring competitors and market trends.

3. Overcomplicating your position, making it unclear to your audience.

Just like the advice "think outside the box" being to generic or broad in your messaging, really doesn't help anyone. Here are some tests you can do to check your positioning.

The Competitor Test

• Test: Replace your organisation's name with a competitor's.

• If it still works, your positioning is likely too generic and not unique enough.

• Example:

  • Too Generic: "A historic estate offering memorable experiences for all."

  • Stronger: "The only Scottish estate offering exclusive stays in 17th-century cottages with private access to our award-winning gardens."

The Specificity Test

• Test: Can you picture exactly who your audience is and why they would choose you over others?

• If it appeals to "everyone," it’s too broad and lacks focus.

• Example:

  • Too Broad: "We welcome everyone to enjoy our estate."

  • Stronger: "For families who want a weekend escape filled with history, nature, and hands-on experiences."

The “So What?” Test

• Test: After reading your positioning, ask, “So what?” Does it answer why your audience should care or why it matters to them?

• If it doesn’t spark a clear benefit or emotion, it’s too generic.

• Example:

  • Too Generic: "We’re passionate about preserving history."

  • Stronger: "We preserve Scotland’s hidden histories, giving visitors the chance to uncover stories they won’t find anywhere else."

Executing your market positioning

Like any strategic work I do, the proof is in the pudding. What does it look like, feel like to your audience? Who do they experience it? How are they changed by it? This is something I spend a lot of time thinking about as a marketing consultant. The worst thing would be for a client to do all this work together, and then have it sit in a metaphorical drawer on their computer somewhere.

The short answer is... it should impact everything. Every last touchpoint. From the big questions of what services to develop or how to diversify your site, to the individual terms in your search strategy. It will help you create a social media framework that will actually help you to be top of mind for your audience, and create new experiences that you can use to attract new visitors.

The National Trust for Scotland example

For example, if the National Trust for Scotland wanted to invigorate a new generation of NTS members for life, it could take advantage of a few key trends (young professionals and young couples who spend their free time in beautiful surroundings, the rise of DINKS (dual income no kids), the rise of dogs long before kids. Of the spreading out of having kids, so young couples are more likely to want to hang out with friends, some who have kids, some who don't. Take into account the sober curious movement.

It could create a market positioning around 'connection and community' and highlight their extensive portfolio of properties as a meeting place. As an experience. As a community hub for young adults to be themselves. With or without kids.

Be the new go-to places for brunch with friends. A place to put on live music experiences, or craft spaces. The community and connection is the feeling the brand would create. The marketing would highlight the experience of connection, of community. Tell stories of bringing people together.

The House of Bruar example

Every time I drive past the House of Bruar (which I already love, by the way), I think it is absolutely missing a trick to become the most beloved service station in Scotland. Now, they might look down their nose at this positioning, but it's the nuance that is key.

It could look to become the best service station for electric vehicles, which are already more likely to spend more time due to the nature of the refill. This would align with a 'slow travel' movement. Positioning themselves around the savouring of every moment, even if that is a stop to refuel.

They could encourage people to plan in a walk around Bruar Falls to break up their journey, to have a proper sit down meal, and make an experience of it.

Conclusion

Market positioning is the foundation for standing out in a competitive landscape and achieving sustainable, long-term success. By clearly defining how your organisation is perceived and aligning that with your audience’s needs, you can build trust, influence decisions, and set yourself apart in a meaningful way.

Getting started doesn’t have to be overwhelming. Begin by identifying your target audience and pinpointing your unique selling proposition—those two steps alone can clarify your path forward.

What's your next step to getting started?

One Monumental Moment

I like to include in my articles the one thing people should do to get started. It's not always feasible to take all the advice given, and it can be hard to know where to start. So, if you wanted to start your Market Positioning journey... this is it:

Conduct a positioning workshop that brings together your team, local community stakeholders, and a diverse group of potential visitors. Challenge yourselves to articulate exactly what makes your heritage site unique: not just its historical significance, but the transformative experience it offers. Develop a positioning statement that passes the "Competitor Test" - one that cannot be applied to any other site, and that genuinely captures the distinctive story and value of your organisation.