Business | 20 Sept 2026
Positioning Is a Decision, Not a Tagline
Most brands struggle not because they say things badly, but because they have not decided what they are. Lessons from years of brand work.
In brand work, the most common request I hear is for better messaging. Usually the real problem sits upstream: the business has not made a decision about who it is for.
Choosing means excluding
A clear position requires saying no to some customers, some products and some opportunities. It is uncomfortable, and it is the work.
Clarity is a commercial advantage. It is also a kindness to your customers.
Once the decision is made, the words usually come easily.
BK
Written by
Bella Khaja
Investor, entrepreneur and builder based in Singapore. Writing about property, business, projects and faith.