Positioning is not about price. It's about perception.

A few days ago, I wrote a LinkedIn post about Timex vs. Rolex as a metaphor for brand positioning. And based on a couple comments, I’m not sure I articulated my thoughts with enough depth. So naturally, this seemed like the place for me to go think it through.

To be clear: this isn’t about luxury vs. affordability. Or charging more = being better. Or pretending you’re something you’re not.

It’s about fit.

Rolex is positioned for a buyer who values legacy, craftsmanship, and exclusivity. Timex? It’s built for reliability, accessibility, and function. They both tell time but they tell very different stories.

And neither brand is confused about who they’re for.


👋🏻 Welcome to issue 61 of straight-to-the-point insights that turn why they buy into how you sell.
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Why positioning matters more than you think

If you’re trying to grow a business, whether you’re a solopreneur, scaling a small team, or leading a purpose-driven company, how you're positioned affects everything.

Not just your marketing. Not just your pricing. Everything.

Because positioning is how you're perceived in the market. It’s not what you say. It’s what people believe about your brand based on how it shows up.

If your audience doesn’t understand what makes you different, your sales feel slower. Your team stays reactive. Your website doesn’t convert. And your brand ends up sounding like everyone else in your space.


Referrals are a great start but…

Referrals got you here. Positioning gets you further.

Many of my clients grew by word-of-mouth. That’s a great sign. It means your work delivers. But referrals only take you so far. They're based on someone else's credibility, not your brand's.

When that stream slows, or when you're ready to grow beyond it, you need to own the perception of your brand. That’s what positioning does.

Referrals are a byproduct of reputation. Positioning is a function of strategy.

Deep brand clarity takes time. It’s built on intention, not just iteration. And the kind of strategy that leads to long-term differentiation? That’s rarely plug-and-play.

It’s more like building a Rolex than mass-producing a Timex. Not because Timex lacks quality. Far from it. It’s known for durability, dependability, and function that stands the test of time.

But strategy isn’t just about lasting. It’s about standing out.

And while you absolutely want a brand that’s built to last, you also want one that’s built to resonate deeply, deliberately, and with the right people.

That’s where positioning comes in. It’s not just about having something solid. It’s about making it unmistakably yours.

And making it unmistakably yours? That is what makes it lasting.


It’s about perception and price

And while positioning isn’t just about price, it absolutely influences how you can price yourself in the market. The clearer your value, the more confident your positioning, the more pricing power you have.

Because when people understand why you charge what you charge, they stop comparing you to options that aren’t even playing the same game.


Misalignment confuses

Your team (and your audience) can’t align with what you haven’t defined.

This shows up a lot with mid-size brands or growing teams. Everyone's doing their best, but the messaging feel scattered. The sales team lead pitches one way. The junior marketer posts something else. The website copy doesn’t match either.

Or maybe you've outsourced work to different people and it feels a little pieced together. Or you're not sure how to apply your message when you're in discovery calls or writing for different platforms or types of media.

That’s not a people problem. It’s a positioning problem.

If you, or your team, can’t explain what makes you different, how can your clients?


Positioning doesn’t actually start with your audience

I’m not Rolex’s ideal client. I understand the appeal. I get the craftsmanship. I just don’t care about owning a luxury watch. No matter how good their messaging is, I’m not buying.

And that’s the point.

Even the best messaging won’t convert the wrong audience. But you can’t figure out who your right audience is until you’ve clarified what you stand for.

💡That’s why positioning doesn’t start with your ideal client. It starts with you.

And why audience research isn’t your first step. Because while audience clarity is crucial, it’s not the whole picture. You can know exactly who you serve. But if you haven’t defined your place in the market, your message won’t stick. Strategy comes before syntax. And alignment always beats assumption.

Here’s what you need to decide first:

  • What’s your mission?
  • What’s your vision?
  • What are your values?
  • What’s your purpose?
  • What kind of legacy are you building, and why does it matter now?

Then, and only then, look outward.

  • Who are your competitors? (Don’t say you don’t have any. Your ideal clients are considering other options.)
  • What are they saying?
  • How are they positioned?

If you skip this foundational clarity, your brand becomes reactive. You start chasing trends, trying to appeal to everyone, and wondering why your content isn’t converting.


Do you cringe when you share your URL?

Positioning isn’t just about what you say. It’s about how you show up. Everywhere.

I wrote a newsletter a few weeks ago about redoing my website. The old version wasn’t terrible. In fact, it did what it needed to when I first launched. I had plenty of people tell me that it helped them trust me enough to reach out, and they hired me because of it.

But over time, it stopped matching where I was in the market or who I was serving. And at some point, I became embarrassed to send the link. That’s a clue your positioning has fallen behind.

(The easiest way I can tell a potential client is a good fit? A disclaimer in the questionnaire when I ask for their website URL like "hasn't been updated in a while", or my favorite: "Do I have to?")

Strong positioning shows up every place you do.

It’s not meant to be static, and neither is your messaging. As your business evolves, your brand should too.

And no, you don’t need a full rebrand to reposition. Too often we think brand = visuals. Fonts, logos, maybe a color palette refresh. But your brand is how people experience your business. And if your positioning is unclear, no amount of design polish can compensate for that.

You can rebrand in rose gold all day, but if the message isn't on point, well all you've really done is put lipstick on a pig.


Strong positioning is respectful marketing

When you're clear about who you’re for (and who you’re not) you’re not just building a smarter brand. You’re saving people time. You’re eliminating guesswork. You’re making it easy for the right people to say yes.

That’s what good positioning does.

It’s not just a marketing tactic. It’s an act of respect.


Hesitant? Maybe that’s the right strategy.

And if you’re hesitating because this feels like too big of a lift? I get it. Reworking your positioning takes time, energy, and money, and it’s not something to rush. It needs to be a strategic decision.

There’s a time to be a Timex, a time to be a Rolex, and a time to land somewhere in between.

Or maybe you never want to be a Rolex in the first place. And that’s not settling, that’s clarity. This isn’t about climbing some imaginary brand ladder. It’s about aligning your positioning with your values and the business you actually want to run.

Sometimes hesitation is smart, especially when the real issue isn’t positioning at all.

But if your positioning no longer reflects who you are, what you offer, or who you’re here to serve… avoiding the work doesn’t keep things stable; it compounds the misalignment. It makes it messier. And the longer you wait, the more time, energy, and opportunity you lose.

So if it feels like the right time? Start small. One phrase. One page. One choice. That’s how clarity builds.



But here’s what happens when you get it wrong

You start sounding like everyone else.

Same value prop. Same promises. Same “we care more” message that could belong to anyone. You end up sounding like an AI-generated coaching brand. And we’ve all seen enough of those, thanks.

Especially if you’re in a saturated space, where too many businesses are trying to compete on the same generic differentiator, like “authenticity” or “we do things differently.” (whatever that means)

Meanwhile, your audience is comparing you to people you’ve never even heard of. And you’re wondering why your sales page isn’t converting.


A few final thoughts

You don’t have to be a Timex or a Rolex. You can be you. But make it a brand people remember and trust.

So here’s today’s food for thought:

  • What do you want to be known for?
  • And is your current positioning helping, or hurting, that perception?

I’d love to hear from you. Where are you with your positioning right now? Reply with just one letter: A, B, C, or D.

A. Crystal clear and working
B. Mostly clear, but I’m outgrowing it
C. Not sure it ever really fit
D. Avoiding it entirely 🙃

No pitches. No pressure. Full transparency: your answer helps me figure out what to focus on in future newsletters.

Thanks for reading (and extra thanks if you reply).

Until next time,

Stacy


P.S. I've been overthinking whether to bring back the Resource Roundup section. While I continue to spiral about frequency and formatting, I didn't want to wait to share this one tool I freakin' love.

Stacy Eleczko

Smart brands skip the hacks and get strategic. Learn how to position, message, and sell—without sounding like everyone else. 👇🏻