When someone needs a plumber, they have dozens of options. A restaurant for date night? Hundreds. A financial advisor? Too many to count.

So why do they choose one business over another?

Sure, location matters. Reviews help. But often the deciding factor is something harder to pin down: positioning.

What Is Brand Positioning?

Brand positioning is how your business occupies space in your customers’ minds. It’s what makes you distinct. It’s the answer to “Why should I choose you?”

Strong positioning answers:

What do you do?
Who do you do it for?
Why are you different/better?
What do customers get from working with you?

Weak positioning sounds like everyone else: “We provide quality service at competitive prices.” That’s not positioning—that’s what every business claims.

Why Positioning Matters for Local Businesses

National brands spend millions on positioning. But it matters just as much—maybe more—for local businesses.

You Can’t Compete on Everything

You’re probably not the cheapest. You’re probably not the biggest. You probably don’t have the most reviews. But you can be the best at something specific.

A plumber can’t be the best at everything. But they can be:

The best for emergency calls
The best for high-end bathroom remodels
The best for commercial properties
The best for old home plumbing

Pick your spot.

Customers Remember Specialists

When someone needs emergency plumbing at midnight, they’re not going to call “a plumber.” They’re going to call the emergency plumber they remember.

When someone wants a date-night restaurant, they don’t search for “restaurant.” They search for “romantic restaurant Knoxville” or “best steakhouse downtown.”

Specialization creates recall.

It Simplifies Your Marketing

Clear positioning makes marketing easier. You know who you’re talking to, what to say, and where to find them.

Without positioning, you’re trying to appeal to everyone with generic messages. With positioning, you can speak directly to your ideal customer.

How to Position Your Knoxville Business

Step 1: Understand Your Market

Look at your competitors. How are they positioning themselves? What claims do they make? What gaps exist?

Look for:

Overserved segments (lots of competition)
Underserved segments (opportunity)
Common claims everyone makes
What customers complain about

Step 2: Know Your Strengths

Be honest about what you’re actually good at:

What do customers compliment you on most?
What do you enjoy doing?
Where do you have expertise or experience?
What can you deliver better than anyone else?

Your positioning should build on real strengths—not just marketing claims.

Step 3: Identify Your Ideal Customer

Who do you most want to serve? And who do you serve best?

Get specific:

Demographics (age, income, location)
Psychographics (values, priorities, lifestyle)
Situation (homeowners, businesses, life stage)

You can’t be positioned as the best choice for everyone. Pick your people.

Step 4: Craft Your Position

Put it together into a clear statement:

“We are the [specific thing] for [specific audience] who want [specific outcome].”

Examples:

“We’re the go-to HVAC company for Knoxville homeowners who hate surprises—transparent pricing, always on time.”
“We’re the digital marketing agency for Knoxville home services businesses that want to dominate Google.”
“We’re the family restaurant where kids eat free and parents actually relax.”

Step 5: Commit and Communicate

Positioning only works if you commit to it:

Reflect it in your messaging and marketing
Make decisions based on it
Say no to work that doesn’t fit
Build your reputation around it

Consistency over time builds the position in customers’ minds.

Positioning Examples from Knoxville

Let me paint some pictures:

A Landscaping Company positions as “the landscaper for busy professionals who want a beautiful yard without lifting a finger.” They target higher-income neighborhoods, charge premium prices, and handle everything from design to ongoing maintenance.

A Hair Salon positions as “the salon for creative color and adventurous styles.” They attract clients who want more than a standard cut—they’re destination for transformations.

An Accountant positions as “the CPA who actually explains things.” They target first-time business owners who are confused by finances and want someone to teach them, not just do their taxes.

Each has chosen a specific audience and a specific value proposition. They’re not trying to be for everyone.

The Positioning Test

Test your positioning by asking:

Is it true? Can you actually deliver on this position?
Is it relevant? Do customers care about this?
Is it different? Does this set you apart from competitors?
Is it specific? Could a customer immediately understand it?

If you can’t answer yes to all four, keep refining.

What If You’re Already Established?

You don’t have to rebrand to improve positioning. You can:

Sharpen your messaging around what you’re already known for
Gradually shift toward the position you want
Create specialized offerings that reinforce the position
Let go of customers/work that don’t fit

It’s a gradual process, but it’s worth doing.

Your Position Is Your Strategy

Once you have clear positioning, marketing decisions become easier:

What content should we create? (Content that reinforces our position)
Where should we advertise? (Where our target customers are)
What should we post on social media? (Content that speaks to our audience)
Should we take this customer? (Do they fit our positioning?)

Positioning isn’t just a marketing exercise—it’s a business strategy.

Need Help Finding Your Position?

Finding the right position for your business requires stepping back and seeing yourself as customers do. Sometimes that outside perspective is exactly what you need.

Let’s talk about your business and where you fit in the Knoxville market.