When marketing isn’t the problem

Why brand positioning matters more

Most of my projects begin with marketing - a campaign, a clearer message, a more effective website - but the real breakthroughs usually happen elsewhere.

Because often, marketing (in the most accepted sense) isn’t the problem - it's unclear brand positioning.

I've worked with plenty of clients wanting to get more leads, reach more people, launch a new product, or just “finally get the comms sorted.” But there's usually a more powerful lever to pull: getting everything aligned - the story, the offer, the internal strategy.

A small misalignment here, at the foundation of the business, ripples through everything: from how teams work together to how audiences understand (or don’t understand) what an organisation stands for. And when the foundation is off, no amount of marketing polish will hold it steady.

That’s why I’ve come to believe that the most powerful marketing work starts somewhere else entirely.

Alignment is everything

When your brand is out of alignment, you feel it - even if you can’t quite name it.

You’re spinning in circles. Chasing opportunities that don’t quite fit. Selling services that could belong to anyone, and struggling to explain what makes you different.

The instinct is to press ahead - to churn out more marketing to fill the pipeline and soothe the anxiety - instead of addressing the lack of clarity at the root.

On a journey

I once worked with a not-for-profit adventure organisation offering a wide variety of low-priced trips. They had a loyal community but struggled to grow; the model wasn’t sustainable and the brand lacked differentiation.

We were pouring huge amounts of effort in with admirable intent, but little effectiveness.

Together, we reframed their positioning around transformational journeys - not just weekends outdoors, but experiences that combined adventure, psychology, and community. Trips that took you from A to B in every sense.

That shift changed everything:

• Their offer stood out in a crowded market.

• Trips became repeatable, improving efficiency and margins.

• Operations and communications snapped into focus.

• Customers had a deeper reason to come back.

It wasn’t 'more marketing'. It was alignment.

Brand positioning through alignment

I used to dance a lot, and in dancing, alignment is everything. When your posture is neatly stacked (head, shoulders, hips, feet) movement feels effortless: strong, fluid, balanced.

Strategy is the same. When your brand is aligned, everything flows more easily.

For me, alignment in brand strategy comes from stacking three things:

Purpose: Your why - the change you want to see in the world.

Point of View: Your lens - your unique perspective; what you believe should change.

Power: Your energy and credibility - where you deliver authentic value and impact.

When these three align, clarity follows. Decisions make sense, communication clicks, and your marketing works because the foundation is solid.

The real fix

Most “marketing problems” I encounter aren’t about tactics - they’re about posture.

Once an organisation aligns its strategy around its purpose, point of view, and power, then everything else - products, services, messaging, even morale - starts to move in the right direction.

In dance, alignment gives you balance and grace. In business, it gives you clarity and strength.

So if your marketing feels heavy or scattered, maybe it’s not your tactics, maybe it’s your posture. When your brand positioning is aligned, your marketing flows naturally.

I’m Becky, a Brand & Strategy Partner helping organisations sharpen their positioning and align their purpose, point of view, and power for greater impact.