In today’s fast-paced business world, standing out isn’t just a nice-to-have—it’s a must. Whether you’re just starting out or you’ve been in the game for years, finding your edge can feel like an uphill battle.

But here’s the good news: strategic brand positioning can make all the difference.

It’s not just about looking good—it’s about creating a brand that resonates with your audience, builds trust, and makes people want to stick around for the long haul.

Recently on the Simple Business Show™, I sat down with Susan Friesen, founder of E Vision Media and a brand strategist with over 25 years of experience.

We dug into what brand positioning really is and how it can transform your business. Spoiler: it’s so much more than just a logo or color scheme.

What is Brand Positioning?

Brand positioning is all about how your audience perceives your business. It’s the story people tell about your brand when you’re not in the room. It’s not just visuals—it’s the promise you make to your customers and how you deliver on that promise.

Susan shared that successful brand positioning starts with clarity. If your audience doesn’t instantly understand who you are, what you do, and why you’re the best fit for them, you’ve got some work to do.

Building a Brand That Works

Here’s where it gets interesting. Susan emphasized that for new entrepreneurs, your first step should be understanding your audience and refining your services before worrying about the aesthetics of your brand.

Yes, making money is important, but building trust through thoughtful brand positioning can set you up for sustainable growth.

For those of you further along in your business, it might be time for a brand refresh. Ask yourself:

• Does my current brand reflect where my business is now?

• Am I attracting the right clients?

• Does my messaging feel outdated or misaligned with my goals?

If you answered “no” to any of these, it might be time to realign your brand strategy.

Navigating Trends Without Losing Your Identity

We’ve all seen the rise of TikTok, short-form video, and the constant pressure to jump on the latest trend. But Susan’s advice was clear: you don’t need to rebrand every time a new trend pops up. Instead, test the waters.

Does this platform or trend align with your brand values and your audience’s needs? If not, keep moving.

Your brand should evolve, but it should never lose its essence.

How to Measure Brand Effectiveness

Wondering if your branding efforts are paying off? Here are a few ways to track your success:

• Are sales and leads steady or growing?

• Is your audience engaging with your content online?

• Do customers understand your offers, or do they seem confused?

If things aren’t aligning, it might be time to reassess and fine-tune your brand positioning.

Why Brand Positioning Matters

At the end of the day, a strong brand isn’t just about standing out—it’s about creating a business that aligns with your goals, connects with your audience, and supports your growth.

If you’re ready to take a closer look at your brand strategy, tune into this episode of The Simple Business Show™ and listen to Susan and I dive deep into actionable strategies that can help you position your brand for success.

Connect with Susan Friesen

• Website

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• Instagram

• LinkedIn

• Twitter

• YouTube

Resources Mentioned

• Brand Brilliance Checklist - 25 Powerful Steps to a Distinctive & Loyal Brand - This 25-point checklist is designed to help you assess and refine your brand strategy. It unpacks your brand fundamentals, statements, communications, design and marketing so you can gain valuable insights to enhance your brand positioning and find out what areas to work on to create a brand that resonates with your ideal clients, builds trust, and increases your market recognition.