Positioning your Product Business

How to differentiate your product business from your competitors'.

Ben Mukoma

6/1/20233 min read

Positioning your Product Business

Differentiation is the magic key for any product-based business looking to cut through the noise. I am pretty certain that there is more than one person doing what you doing. Or at least solving the same problem you are solving. But what does it really mean to differentiate, and how can it be achieved?

Well, lemme give you 5 effective strategies to help you stand out and connect with your audience. And for each of them, I will give you 5 ways that you can implement the strategy. Don’t try doing everything. Find the easiest things to do first - the low-hanging fruit - and do those. Later on, implement the harder items to do.

Brand Storytelling

Crafting a compelling brand story can significantly enhance your connection with customers. This narrative should express your brand's values, mission, and reasons behind what you do. It's a way of showing the world what makes you different.

  • Begin with your "why": Why did you start your business?

  • Identify your core values: What principles guide your operations?

  • Link your products to your story: How do your products reflect your brand values?

  • Keep it simple and relatable: Ensure your story is easy to understand and connect with.

  • Communicate your story consistently: Make sure your story is reflected in every aspect of your business.

Niche Focus

Trying to appeal to everyone often leads to appealing to no one. Instead, focus on a specific group of people with a specific need. This can lead to more effective marketing and less competition.

  • Identify your ideal customer: Who could benefit most from your product?

  • Understand their needs: What problem does your product solve for them?

  • Tailor your product: Make sure your product meets the needs of your niche.

  • Speak their language: Communicate in a way that resonates with your niche.

  • Stay focused: Resist the temptation to broaden your market.


Regularly updating your products based on customer feedback and market trends shows that you're a brand that cares about staying relevant.

  • Encourage customer feedback: Make it easy for customers to share their thoughts.

  • Stay on top of trends: Keep an eye on the market and adjust your products accordingly.

  • Experiment with new ideas: Don't be afraid to try something new.

  • Learn from mistakes: If an idea doesn't work, find out why and learn from it.

  • Celebrate success: When an innovation works, make sure your customers know about it.

Design Differentiation

Investing in high-quality, unique designs for your products and packaging can make you stand out. A distinctive design not only attracts attention but also improves user experience.

  • Identify your design style: Are you minimalist, bold, or playful?

  • Make your logo memorable: It should reflect a key thing about your brand.

  • Pay attention to color: Stop having the same color as your competitors!

  • Consider user experience: Design should not only look good but feel good to use. Apply this to your packaging and digital presence.

  • Be consistent: Your design should be uniform across all platforms. Develop and work with brand guidelines/manuals.

Customer Experience

Create a memorable experience at every interaction point with your customers. This could mean top-notch customer service, a user-friendly website, or a rewarding loyalty program.

  • Understand your customer's journey: Map out all touchpoints from discovery to post-purchase.

  • Prioritize service: Make sure every interaction leaves a positive impression.

  • Optimize your website: Make it easy to navigate and quick to load.

  • Reward loyalty: Consider a loyalty program or special discounts for returning customers. Stop neglecting repeat customers in a quest to get new customers.

  • Seek and act on feedback: Regularly ask customers for their opinions and make improvements.


A failure to differentiate can leave your brand lost in the crowd. But by developing a compelling story, creating unique designs, focusing on a niche, enhancing customer experiences, and embracing innovation, you can stand out and attract a loyal customer base. Remember, differentiation is a journey, not a destination. Keep refining your strategy and stay tuned to your customers' needs.

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