By Julie Condliffe

In the early days of a startup, survival often takes priority. You’re building, refining, pivoting—sometimes all in one week. But amidst the chaos of creation, there’s one strategic move that can make or break your trajectory: positioning.

What is positioning really?

Positioning is not branding. It’s not marketing. It’s not sales. It’s the strategy that comes before all of those—the silent architect behind how the world sees your value, trusts your offer, and decides whether to engage.

For startups competing in crowded markets with limited resources, positioning isn’t just important—it’s essential.

When you position yourself powerfully, your startup gains more than attention. You gain traction. Because in today’s noisy world, it’s not just about being seen—it’s about being remembered, respected, and referred.

Why positioning is the startup superpower

As a lawyer, investor, and founder myself, I’ve seen firsthand how positioning changes the game—not just for seasoned brands, but for new ventures that need to establish trust quickly and scale sustainably.

In fact, for startups, positioning is often the only unfair advantage you can afford.

Startups are usually bootstrapped, under-resourced, and time-starved. But the right positioning can give you a premium perception even before your first million in revenue. It’s the reason some startups raise funding effortlessly, attract dream partnerships, or land media coverage—while others, with equal talent, remain invisible.

And make no mistake, in business, invisibility is a liability.

Positioning: a startup case study

Let’s take an example from the legal startup space, where I have deep roots. I once advised a young legal tech startup that had built a powerful platform for landlord-tenant disputes. It was innovative—but struggling to find users.

Their marketing strategy was focused on features: “automated letters,” “court integration,” “document storage.” But nothing landed.

We revisited their positioning. Instead of selling a legal tool, we repositioned them as defenders of landlords’ rights—streamlining justice for property owners who’d been overlooked by the legal system. Their new message was clear, emotional, and value-driven.

Within months, they saw a surge in signups, investor interest, and press features.

Why? Because they weren’t just offering a tool. They were occupying a position—one that mattered.

The 4 Ps of startup positioning

To build positioning that sticks—especially as a startup—I recommend mastering the following 4 Ps:

1. Personality: Who are you really?

People don’t buy products. They buy stories, beliefs, and alignment. Whether you’re a fintech founder or fashion innovator, your startup needs a clear personality. Are you bold and disruptive like Monzo? Trusted and traditional like Vanguard? Compassionate and community-led like TOMS?

This personality should shape everything—your tone of voice, your visuals, your partnerships. It’s your north star.

2. Problem ownership: What are you the go-to for?

Startups often try to solve too many problems at once. Great positioning means becoming the go-to for one specific, painful, clearly understood problem.

Uber didn’t start by promising to reinvent global transport—they positioned themselves as a solution to “getting a ride when you really need one.” Airbnb didn’t begin as a hospitality empire—it was about “a cheaper, more personal alternative to hotels.”

Own a single problem powerfully. That’s the hook.

3. Perception: How are you seen?

This is where visibility meets value. You must shape the perception of your startup strategically through press, partnerships, platform, and presence.

That doesn’t require a big PR budget. It requires intention. Write thought leadership pieces. Join industry panels. Get your startup mentioned in articles your ideal customer reads. Be present where it matters.

In my early days of coaching, I used media contributions—including features in Global Woman and speaking opportunities on platforms like TEDx—to shape perception. I wasn’t the biggest name, but I was positioned as one of the most trusted. That made the difference.

4. Proof: Can you back it up?

Nothing positions you like results. Testimonials. Case studies. Data. Even early traction like pre-orders or waitlists signals trust. If you’re just starting and don’t yet have paying clients, offer your service to beta users and gather social proof fast.

In a market where everyone is “the best,” proof wins.

Positioning mistakes startups must avoid

Let’s address a few common traps I’ve seen early-stage entrepreneurs fall into:

• Copying competitors: Your competition’s positioning may work for them, but it will never differentiate you. You must find your own voice, angle, and advantage.
• Focusing on features over benefits: Startups love talking about tech, specs, and product features. But people care more about outcomes—how does your offer change their life?
• Inconsistent messaging: Your website says one thing, your pitch deck says another, and your social media is silent. That creates confusion—and confused audiences don’t convert.
• Delaying visibility: Many founders think they’ll work on positioning “later”—after launch, after revenue, after funding. But positioning is not a luxury. It’s a launchpad.

From startup to standout

Your positioning is not static. It will and should evolve as your startup grows. But the earlier you become intentional about it, the faster you can attract the right people: users, partners, investors, media, and talent.

I often say that the most successful entrepreneurs don’t just build businesses. They build perceptions of those businesses that open doors long before the P&L catches up.

As someone who went from courtroom advocate to business founder and published author (Unbreakable), I’ve seen the direct correlation between powerful positioning and accelerated growth. It’s how you move from pitching to being pursued. From scrambling for clients to selecting them. From startup… to standout.

Final thoughts: position yourself now

If there’s one piece of advice I could give every startup founder, it’s this: position yourself now before the world positions you wrongly.

The market will always try to fit you into a box. Make sure it’s one you’ve built. Don’t wait until you’re “ready” to tell your story. Don’t wait for the revenue to give you permission to speak with authority. Start crafting perception today. Because your positioning is your startup’s most valuable real estate—and it pays dividends long after the campaign ends.

In the battle for attention, those who are positioned well don’t just survive—they scale.