Positioning
You have a powerful mission, incredible programming and a dedicated team, but how do you ensure the right people know who you are and why you matter? This is where strategic positioning comes in.
Positioning is more than just marketing; it's the foundation of your entire strategy. It's the unique space you occupy in the minds of your audience, funders and partners. A strong position defines what you do, who you do it for and what makes you different. For all places, from local theatres to national museums and from town centres to major shopping destinations, mastering this concept is essential to building lasting community connections, securing funding and driving meaningful organisational transformation. This guide will walk you through the key steps to define and articulate your position, providing actionable insights to help you thrive.
Your step-by-step guide to defining your position
Positioning can feel abstract, but it's a process of internal reflection and external insight. Follow these steps to build a clear, compelling position that works for you.
Uncover your unique identity: Before you can tell others who you are, you need to be sure yourself.
What is your purpose? Go beyond your mission statement. What is the fundamental 'why' behind your work?
What are your core values? Are you a champion of new voices? A custodian of heritage? A catalyst for change management? Your values should inform everything you do.
What is your superpower? Is it your unique location for placemaking, a specific artistic focus, or an unrivalled expertise in a niche area? Be honest about what makes you distinct.
Understand your audience and the landscape: Your position isn't created in a vacuum. It must resonate with the people you serve and be distinct from others.
Who are you talking to? Go beyond demographics. What are their motivations, challenges and aspirations? Deep audience insight is crucial here.
Who is your competition? Look at other organisations nearby and consider what they offer. A strong position ensures you don’t directly compete but rather occupy a complementary space.
What is the opportunity? Where is there a gap in the market? A need that isn't being met? This is your chance to offer something truly valuable and distinct. This is part of the evaluation process that is often overlooked.
Craft your core positioning statement: Once you have the answers to the above, you can draft a simple, powerful statement. This isn't for public use, but for internal clarity. It should follow this formula:
For [your target audience], [your organisation] is [your category of service] that [your key benefit/point of difference].
Example: "For local families seeking creative play, The Riverbank Arts Centre is a community hub that provides high-quality, accessible workshops focused on sustainability and local history."
Translating your position into action
Once your core position is defined, it’s time to bring it to life across all your activities. This is about making sure your position is not just a document, but a living part of your transformation. This is the practical answer to how to define a unique value proposition.
Here's how to apply your position:
Communicate consistently: Every piece of communication, from a social media post to a press release, should reinforce your position. Use a consistent tone of voice and visual branding. This ensures your message is clear and memorable.
Build your brand story: Weave your position into a compelling narrative. Share stories of impact, testimonials from beneficiaries and behind-the-scenes content that showcases your values in action. Storytelling is a powerful tool for connection.
Engage stakeholders: Your position should guide your stakeholder engagement and fundraising efforts. Be explicit with your partners about the value you bring and the unique role you play. This is particularly important for securing support from local government and trusts.
Integrate into programming: Ensure your artistic choices, public events and community projects all align with and reinforce your defined position. This is the ultimate proof that you are living your values.
The importance of a clear position cannot be overstated. A strong position can be the bedrock of a successful change management project or a clear direction for new leadership. It ensures your marketing budget is spent effectively and that your team has a shared understanding of who you are.
