Note: the blur clears up around 33 seconds in. Technology 🙄
When it comes to building a successful expertise-based business, many professionals find themselves tangled in the misconception that branding and positioning are one and the same. In reality, positioning is the essential foundation upon which branding is built—and without it, your efforts may never yield the results (or revenue) you desire.
As a retired trial attorney turned award-winning speaker and strategic advisor, I’ve worked with countless highly-credentialed women transitioning out of corporate life into entrepreneurship. Time and again, the same issue arises: they confuse the outward visuals of branding (colors, logos, fonts) with the deep, internal strategy of positioning.
In the video above, I break down the eight key layers of positioning, and explore why getting these right is non-negotiable for Expertpreneurs™️- those who make money with their mind.
Key Insights
1. Branding Follows Positioning, Not the Other Way Around
Many are tempted to jump straight into the visual side of branding. But true branding is the outward expression of your positioning. It should flow from a clear understanding of your unique value, audience, and goals. Start by architecting your positioning, then let your brand’s visuals emerge organically from that solid foundation.
2. The 8 Layers of Positioning: A Structured Framework
Think of positioning as peeling back the layers of an onion to uncover your authentic business core. Watch the video to learn about each layer. Don’t miss layers 7 and 8.
3. Depth Over Generalization
Resist the urge to be a generalist. The most impactful Expertpreneurs™️go deep, serving only the audiences and solving only the problems for which they have unmatched expertise and genuine passion. This leads to market differentiation and stronger demand.
4. Profit Lies in the ‘Why’
Money doesn’t come just from being good at what you do. It comes from connecting your deep-rooted reason for serving with your audience’s real-world needs. Your personal “why” fuels your persistence and credibility, but your audience’s “why” is where they commit financially.
5. Transformation Requires Action, Not Just Knowledge
Understanding these layers is a crucial first step, but true transformation comes from doing the work to answer each question thoughtfully and honestly. It’s this clarity and alignment that will set you up to command premium rates, close lucrative corporate contracts, and sustain long-term business success.
Ready to Level Up Your Positioning?
If you’re ready to turn your expertise into profit and finally stop spinning your wheels, it’s time to dive deep into your positioning. Join the movement of high-achieving professionals who are building thriving businesses on a real foundation.
It’s time to power up your positioning and packaging to play bigger in the market? Don’t settle for confusion or undercharging. Take the next step to clarify your unique value and claim your spot where the money resides.
Join me and other powerful women experts in Atlanta, March 16-18 for the Speaking Industry Xpo a/k/a THE 6. You’ll learn how to position your expertise, package it for transformation and price it for profit.
Can’t make it to Atlanta but still need to power up your positioning? Check out our AI-Wired Mogul Operating System.
Comment below:
What layer of positioning do you find most challenging and why? Let’s start a conversation!
About the Author:
Kelly Charles-Collins is Founder of Speaker Moguls and the creator of Speaking Industry Xpo a/k/a THE 6 and the Mogul Operating System (“MOS”). She teaches speakers, trainers, coaches, and consultants to turn their expertise into an enterprise—without underpricing or undervaluing their work. Through strategic positioning and proven business frameworks, Kelly equips experts to amplify their visibility, package their brilliance, and build sustainable, revenue-generating brands with authority.
