How defining your positioning attracts, rather than limits, opportunity (and is the first thing you should do before anything else!)
By Ericka Saurit
Last month, we talked about how important it is for your brand message to be clear—not just clever.
This month, I want to follow that up with another idea you might not have heard much about—but it’s absolutely essential if you want your marketing to actually work.
It’s called positioning. And understanding exactly how your brand is positioned will literally change everything!
If you’re struggling to stand out—or wondering why your marketing feels scattered—you might not have a marketing problem at all.
You might have a positioning problem.
Before you build your website, post on Instagram, or even design your logo, you need to know exactly where you want to stand in the market—and who you want standing there with you.
Positioning is how you define the specific space you want to own in your client’s mind.
Good positioning is not…I’m a designer. It’s not…I create beautiful spaces.
But instead: I’m the designer who helps busy families create a space where everyone feels right at home.
Or: I’m the designer for people who love to entertain at home.
See the difference? Specificity is what makes you memorable.
When you’re positioned well, your ideal clients immediately know: you are for me.
Here’s what you can do to sharpen your positioning this month:
1. Claim your place.
Write down, in one sentence, the space you want to own in your client’s mind. Keep it short, specific, and focused on the client—not on you.
2. Pick your people.
Sketch out a short description of your ideal client. What do they deeply want? What do they struggle with? What are they searching for that you’re uniquely qualified to help them find?
3. Draw a line in the sand.
If you try to be for everyone, you end up resonating with no one. Make a short list of who your brand is not for. (This doesn’t have to be public—but it should guide your messaging and marketing. We’ll talk about this more next month!)
Positioning is powerful because it acts like gravity.
It pulls the right people in—and subtly tells the wrong ones to keep moving.
And that’s not just OK. That’s the goal.
Because when you know who you’re talking to, you can create marketing that feels natural, not salesy or pushy. You can design services that align with exactly what YOU want to do. You can stop trying to outshout everyone—and simply connect.
Next month, we’ll go even deeper.
I’ll show you why understanding what truly motivates people to buy is the secret ingredient most brands miss—and how you can use that knowledge to strengthen everything you do.
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More details can be found in your DSA Member account under the DSA Member Benefits tab. Reach out to support@dsasociety.org for help. Start building a marketing plan that actually works! Be sure to keep up with Saurit Creative on socials!
