Why most businesses confuse the two and pay the additional price?
Ask most founders who they're selling to, and they'll proudly list demographics, industry types, or age groups. Ask how they're positioned, and you'll hear something vague or generic. This gap is where most strategies collapse.
Positioning and targeting are often lumped together. But they solve very different problems. One is about who you speak to. The other is about how you want to be remembered.
Understanding the difference could be the clarity your business needs.
Targeting Defines the Audience
Targeting is about identifying your ideal customers. It answers:
- Who are they?
- What do they do?
- Where are they?
- What problems are they facing?
This is foundational. Without the right target, you're speaking to the wrong people—no matter how good your offer is.
But targeting alone doesn't drive conversions.
Positioning shapes Perception
Positioning is about shaping how your product or brand is perceived in the mind of that audience. It answers:
- What do you stand for?
- How are you different from others?
- Why should they trust you?
- What problem do you solve best?
You can target the right people, but if your positioning sounds just like everyone else, you'll be ignored.
Most Common Mistakes
Targeting Right, Positioning Wrong
A lot of businesses actually target the right audience but still fail to grow. Why? Because their positioning lacks depth, emotion, or clarity. The message doesn't stick.
They sound like every other provider in the market, with words like "quality service" or "customer-first" that don't mean much today.
Result: The audience hears you, but doesn't remember you.
Strong Positioning, Wrong Targeting
On the flip side, some businesses get creative with their positioning but aim it at the wrong audience segment.
You may have a niche message that resonates deeply with a small group, but if that group doesn't have the buying power or urgency, your growth stalls.
Result: Great brand, but no buyers.
Positioning Speaks to the Mind. Targeting Focuses the Effort.
Think of targeting like choosing which room to enter. Positioning is what you say once you're inside.
When the two don't align, efforts go wasted. You might run ads to the right people but say the wrong things. Or you might say powerful things but to the wrong crowd.
That's how good strategies fail.
You can't outsmart the Market
No matter how advanced your targeting tools are, poor positioning can make you look replaceable. And no matter how sharp your positioning is, poor targeting can make it invisible.
Market reality: People only remember what makes them feel understood. That's positioning. They only see what reaches them. That's targeting.
Most businesses suffer from misalignment between who they target and how they position themselves.
If your growth has plateaued or if your conversions are lower than expected, it's worth auditing both. We help brands refine their targeting, craft memorable positioning, and align both to unlock profitability.
For a detailed audit and strategy consultation tailored to your business, contact us or hire our strategy consulting services.