# Positioning

Positioning is the place you want in the customer's mind compared with competitors, such as the fastest, the most affordable or the expert in one thing.

Source: https://ibenta.no/en/glossary/positioning
Publisher: Ibenta (https://ibenta.no)
Updated: 2026-09-27

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You get positioned either way, whether you choose it yourself or not. Say nothing, and the customer puts you wherever suits them, often as "one of many". Good positioning is a choice about what you want to be known for, and just as much about what you will not be.

## Small businesses win by being the obvious choice

A small business rarely wins by being slightly better at everything. It wins by being the obvious choice for someone. An accountant for hairdressers. An electrician who answers on Saturdays. A workshop that only takes electric cars.

A narrow choice can feel scary. But it makes your [value proposition](/en/glossary/value-proposition) easy to understand, and it makes it easier to reach the right [target audience](/en/glossary/target-audience) with your marketing.

## How to test yours

Open the websites of three competitors and your own. Ignore the logos and read only the headlines on the front pages. If you cannot tell which one is yours, you do not have a position yet. Write down one thing you do differently or better than those three, and that customers actually care about. That thing is a good place to start.