Brand Positioning Isn’t a Set-it-and-Forget-It Proposition.

Mark Evans
2 min readNov 13, 2023

Brand positioning is never written in stone.

It’s not a set-it-and-forget-it activity.

Your positioning changes because:
• The competitive landscape is always evolving. New and exciting players enter the scene while existing players update their positioning to stay relevant.
• Your product changes based on what customers want and how they use it. A new feature, for example, could change your product’s dynamic and value.
• The economy improves, or it struggles. As a result, your positioning has to change to reflect customer’s needs and budgets.

How do you know when your positioning needs to be refreshed?

• When you do demos or a sales presentation, your story has less impact. What excited prospects before doesn’t generate the same enthusiasm.
• Competitors unveil positioning and messaging that captures the spotlight and creates buzz within the industry and on social media. Their story is fresh and sexy.
• Website bounce rates climb and conversion drop, suggesting that visitors are uninspired and unmotivated.

Here’s the thing about brand positioning: it’s not seen as a high priority, especially when everyone is scrambling for leads and sales.

But it underpins everything: marketing, sales, product development, HR and customer success.

When sales and marketing struggle to resonate, it’s easy to see them as tactical issues. But you may discover the problem is weak or outdated positioning.

More: I’m doing a free virtual workshop on Nov. 24 on creating better positioning and messaging.

It’s interactive (aka fun), and you’ll walk away with templates and many ideas to move forward.

If you’re looking to refresh or overhaul your brand positioning, here’s how I can help you:



Mark Evans

A fractional CMO for B2B SaaS looking to attract & engage better prospects. I focus on positioning, planning, and content-driven marketing.