--- title: Blog - Step Change - Strategy, Leadership, Digital, Creativity | Brand Positioning description: Brand Positioning | Sydney Marketing Agency blog on Sales, Digital, Strategy, Brand, Marketing, Archetypes image: https://blog.hellostepchange.com/hubfs/Image%2001.jpg --- [![Step Change White Logo](https://blog.hellostepchange.com/hs-fs/hubfs/SC%20-%20Logo_Full%20-%20White%20+%20Colour.png?width=208&height=36&name=SC%20-%20Logo_Full%20-%20White%20+%20Colour.png)](http://www.hellostepchange.com/?__hstc=45788219.b3896949ac4325b4833c9f227aad12ee.1788765059220.1788765059220.1788765059220.1&__hssc=45788219.1.1788765059220&__hsfp=f27fa453a3b88fbe5f30c0a77d91c2c9) - [Home](https://www.hellostepchange.com/) - [About](https://www.hellostepchange.com/about/) - [About](https://www.hellostepchange.com/about/) - [Careers](https://www.hellostepchange.com/careers/) - [Services](https://www.hellostepchange.com/about/) - [Lockstep Baseline](https://stepchange.typeform.com/to/dDl1DXnC) - [Brand and Messaging](https://www.hellostepchange.com/cut-through-brand-stories/) - [Marketing Plans](https://www.hellostepchange.com/practical-marketing-plans/) - [Business Strategies](https://www.hellostepchange.com/agile-business-strategies/) - [Value Propositions](https://www.hellostepchange.com/value-propositions/) - [Content](https://www.hellostepchange.com/content-production/) - [Predatory Marketing](https://www.hellostepchange.com/predatory-marketing-2/) - [Work](http://www.hellostepchange.com/work/) - [Testimonials](https://www.hellostepchange.com/testimonials/) - [Speaking](https://www.hellostepchange.com/speaking/) - [Blog](https://blog.hellostepchange.com/blog/) - [History's Greatest Strategists](https://info.hellostepchange.com/hgs) - [Knowledge Nuggets](https://info.hellostepchange.com/knowledge-nuggets) - [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy) - [Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Branding](https://blog.hellostepchange.com/blog/topic/branding) - [Leadership](https://blog.hellostepchange.com/blog/topic/culture-leadership) - [Digital](https://blog.hellostepchange.com/blog/topic/digital) - [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy) - [Customer Centricity](https://blog.hellostepchange.com/blog/topic/customer-centricity) - [Contact](https://www.hellostepchange.com/contact/) - [(02) 8030 8655](https://blog.hellostepchange.com/tel:+61280308655) # The Step Change Blog The latest thinking on business, strategy, marketing and sales [Subscribe Now](http://www.hellostepchange.com/blog-subscription) [July 31, 2025](https://blog.hellostepchange.com/blog/how-to-identify-clear-business-opportunities) ## [Invest with Confidence: 6 Questions to Unlock Business Opportunities](https://blog.hellostepchange.com/blog/how-to-identify-clear-business-opportunities) [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy), [Innovation](https://blog.hellostepchange.com/blog/topic/innovation), [Business Growth](https://blog.hellostepchange.com/blog/topic/business-growth), [Challenger Brands](https://blog.hellostepchange.com/blog/topic/challenger-brands), [Customer Centricity](https://blog.hellostepchange.com/blog/topic/customer-centricity), [Brand Positioning](https://blog.hellostepchange.com/blog/topic/brand-positioning), [Business Opportunities](https://blog.hellostepchange.com/blog/topic/business-opportunities) [![Invest with Confidence: 6 Questions to Unlock Business Opportunities](https://blog.hellostepchange.com/hubfs/BLOG/Posts/1-Strategy/art_mcescher_how-to-find-clear-business-opportunities.jpg "Invest with Confidence: 6 Questions to Unlock Business Opportunities")](https://blog.hellostepchange.com/blog/how-to-identify-clear-business-opportunities) Ever been let down by a business idea you thought had so much potential?  The only thing worse than a poorly developed business idea is investing in a poorly developed business idea. With pressure from all fronts, easy to get excited. You see a gap, get an idea, and boom — you’re off. But without clarity, you’re flying blind. And that's how thousands of startups and new ideas go belly up year on year. [Clayton Christensen of Harvard Business School called it: 95% of product launches fail](https://professionalprograms.mit.edu/blog/design/why-95-of-new-products-miss-the-mark-and-how-yours-can-avoid-the-same-fate/)— not because the ideas were bad, but because no one stopped to ask: What makes this a great opportunity? Don't make the same mistake. Nobody wants to spend time, energy and resources on a product or service that doesn’t fly. So how do you ensure your new business idea is poised to win when it enters the market? [Read Further](https://blog.hellostepchange.com/blog/how-to-identify-clear-business-opportunities) [April 24, 2025](https://blog.hellostepchange.com/blog/marketing-budget) ## [Marketing Budget: How Much Should You Spend on Marketing?](https://blog.hellostepchange.com/blog/marketing-budget) [Predatory Marketing](https://blog.hellostepchange.com/blog/topic/predatory-marketing), [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy), [Branding](https://blog.hellostepchange.com/blog/topic/branding), [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy), [Decision Making](https://blog.hellostepchange.com/blog/topic/decision-making), [Business Growth](https://blog.hellostepchange.com/blog/topic/business-growth), [Challenger Brands](https://blog.hellostepchange.com/blog/topic/challenger-brands), [Alignment](https://blog.hellostepchange.com/blog/topic/alignment), [Brand Building](https://blog.hellostepchange.com/blog/topic/brand-building), [Strategy Frameworks](https://blog.hellostepchange.com/blog/topic/strategy-frameworks), [Brand Positioning](https://blog.hellostepchange.com/blog/topic/brand-positioning), [Measures That Matter](https://blog.hellostepchange.com/blog/topic/measures-that-matter), [Strategic Planning](https://blog.hellostepchange.com/blog/topic/strategic-planning), [Brand Saliency](https://blog.hellostepchange.com/blog/topic/brand-saliency) [![Marketing Budget: How Much Should You Spend on Marketing?](https://blog.hellostepchange.com/hubfs/BLOG/Posts/1-Strategy/how-much-should-you-spend-on-marketing.jpg "Marketing Budget: How Much Should You Spend on Marketing?")](https://blog.hellostepchange.com/blog/marketing-budget) Let’s be honest, budgeting isn’t always fun. [Read Further](https://blog.hellostepchange.com/blog/marketing-budget) [November 1, 2024](https://blog.hellostepchange.com/blog/brand-strategy-5-steps-to-unlock-powerful-business-opportunities) ## [Brand Strategy: 5 Steps To Unlock Powerful Business Opportunities](https://blog.hellostepchange.com/blog/brand-strategy-5-steps-to-unlock-powerful-business-opportunities) [Predatory Marketing](https://blog.hellostepchange.com/blog/topic/predatory-marketing), [Customer Journey](https://blog.hellostepchange.com/blog/topic/customer-journey), [Ashton Bishop](https://blog.hellostepchange.com/blog/topic/ashton-bishop), [Step Change](https://blog.hellostepchange.com/blog/topic/step-change), [Branding](https://blog.hellostepchange.com/blog/topic/branding), [Customer Centricity](https://blog.hellostepchange.com/blog/topic/customer-centricity), [Differentiation](https://blog.hellostepchange.com/blog/topic/differentiation), [Distinctive Brand](https://blog.hellostepchange.com/blog/topic/distinctive-brand), [Brand Positioning](https://blog.hellostepchange.com/blog/topic/brand-positioning) [![Brand Strategy: 5 Steps To Unlock Powerful Business Opportunities](https://blog.hellostepchange.com/hubfs/BLOG/Posts/2-Story/value-proposition-customer-insights-predatory-thinking.jpeg "Brand Strategy: 5 Steps To Unlock Powerful Business Opportunities")](https://blog.hellostepchange.com/blog/brand-strategy-5-steps-to-unlock-powerful-business-opportunities) Let’s face it— we’re in a marketing battleground. Your business is only one of the hundreds or even thousands competing for your customer’s attention. If your goal is to win the war for attention, you need to differentiate yourself in a way that actually matters to your customers. While this sounds obvious, it’s not. All too often, businesses *assume* they understand what is important for their customers. [Read Further](https://blog.hellostepchange.com/blog/brand-strategy-5-steps-to-unlock-powerful-business-opportunities) [December 14, 2023](https://blog.hellostepchange.com/blog/top-digital-powerplays-14-digital-sectors-to-explore-and-dominate) ## [TOP DIGITAL POWERPLAYS: 14 DIGITAL SECTORS TO EXPLORE AND DOMINATE](https://blog.hellostepchange.com/blog/top-digital-powerplays-14-digital-sectors-to-explore-and-dominate) [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy), [Artificial Intelligence](https://blog.hellostepchange.com/blog/topic/artificial-intelligence), [Augmented Reality](https://blog.hellostepchange.com/blog/topic/augmented-reality), [Digital](https://blog.hellostepchange.com/blog/topic/digital), [Business Growth](https://blog.hellostepchange.com/blog/topic/business-growth), [Content Marketing](https://blog.hellostepchange.com/blog/topic/content-marketing), [Brand Positioning](https://blog.hellostepchange.com/blog/topic/brand-positioning), [Business Opportunities](https://blog.hellostepchange.com/blog/topic/business-opportunities), [YouTube](https://blog.hellostepchange.com/blog/topic/youtube), [Digital Revolution](https://blog.hellostepchange.com/blog/topic/digital-revolution), [Digital Economy](https://blog.hellostepchange.com/blog/topic/digital-economy), [Digital Marketing](https://blog.hellostepchange.com/blog/topic/digital-marketing) [![TOP DIGITAL POWERPLAYS: 14 DIGITAL SECTORS TO EXPLORE AND DOMINATE](https://blog.hellostepchange.com/hubfs/BLOG/Posts/HowToSell/speed-up-the-sales-cycle.jpeg "TOP DIGITAL POWERPLAYS: 14 DIGITAL SECTORS TO EXPLORE AND DOMINATE")](https://blog.hellostepchange.com/blog/top-digital-powerplays-14-digital-sectors-to-explore-and-dominate) Convert sales-qualified leads to real customers effectively using these four tips. [Read Further](https://blog.hellostepchange.com/blog/top-digital-powerplays-14-digital-sectors-to-explore-and-dominate) [November 22, 2023](https://blog.hellostepchange.com/blog/4-smart-ways-to-speed-up-your-sales-cycle-effectively) ## [4 Smart Ways to Speed Up Your Sales Cycle Effectively](https://blog.hellostepchange.com/blog/4-smart-ways-to-speed-up-your-sales-cycle-effectively) [B2B Sales](https://blog.hellostepchange.com/blog/topic/b2b-sales), [Sales](https://blog.hellostepchange.com/blog/topic/sales), [Decision Making](https://blog.hellostepchange.com/blog/topic/decision-making), [Marketing Automation](https://blog.hellostepchange.com/blog/topic/marketing-automation), [Alignment](https://blog.hellostepchange.com/blog/topic/alignment), [Brand Positioning](https://blog.hellostepchange.com/blog/topic/brand-positioning), [Sales Strategy](https://blog.hellostepchange.com/blog/topic/sales-strategy), [Marketing Funnel](https://blog.hellostepchange.com/blog/topic/marketing-funnel) [![4 Smart Ways to Speed Up Your Sales Cycle Effectively](https://blog.hellostepchange.com/hubfs/BLOG/Posts/HowToSell/speed-up-the-sales-cycle.jpeg "4 Smart Ways to Speed Up Your Sales Cycle Effectively")](https://blog.hellostepchange.com/blog/4-smart-ways-to-speed-up-your-sales-cycle-effectively) Convert sales-qualified leads to real customers effectively using these four tips. [Read Further](https://blog.hellostepchange.com/blog/4-smart-ways-to-speed-up-your-sales-cycle-effectively) [February 23, 2023](https://blog.hellostepchange.com/blog/brand-salience) ## [What ChatGPT Doesn’t Know About Brand Salience](https://blog.hellostepchange.com/blog/brand-salience) [Business Strategy](https://blog.hellostepchange.com/blog/topic/business-strategy), [Sales](https://blog.hellostepchange.com/blog/topic/sales), [Ashton Bishop](https://blog.hellostepchange.com/blog/topic/ashton-bishop), [Artificial Intelligence](https://blog.hellostepchange.com/blog/topic/artificial-intelligence), [Branding](https://blog.hellostepchange.com/blog/topic/branding), [Marketing Strategy](https://blog.hellostepchange.com/blog/topic/marketing-strategy), [Creativity](https://blog.hellostepchange.com/blog/topic/creativity), [Challenger Brands](https://blog.hellostepchange.com/blog/topic/challenger-brands), [Brand Building](https://blog.hellostepchange.com/blog/topic/brand-building), [Differentiation](https://blog.hellostepchange.com/blog/topic/differentiation), [Distinctive Brand](https://blog.hellostepchange.com/blog/topic/distinctive-brand), [Brand Positioning](https://blog.hellostepchange.com/blog/topic/brand-positioning), [Brand Saliency](https://blog.hellostepchange.com/blog/topic/brand-saliency) [![What ChatGPT Doesn’t Know About Brand Salience](https://blog.hellostepchange.com/hubfs/BLOG/Posts/2-Story/brand-salience.001.jpeg "What ChatGPT Doesn’t Know About Brand Salience")](https://blog.hellostepchange.com/blog/brand-salience) *UPDATED: As of 23 February 2023* Are you even really running a business if you don’t know what it’s like to fight for recognition in today’s market? Getting attention is one thing. Being unforgettable is another.  Pay attention to the first brand in your head in a particular situation. Chances are, it’s one with higher brand salience than the rest of its competitors. The good news is you can have that for your brand, too.  A quick ChatGPT conversation will say brand salience is about awareness, consistency, repetition, relevance, differentiation, emotional connection, and user experience. If you’re a challenger business, AI will mainly tell you that you just have to strive for awareness and consistency. But what does that even mean? And how can you begin to incorporate those elements into your long-term and short-term goals?  It’s no lie — AI does have a pretty good grasp on ‘what’ you need to be more brand salient. But if you’re looking to get your hands dirty with the ‘hows’ and more importantly, get results, you’ve come to the right place. [Read Further](https://blog.hellostepchange.com/blog/brand-salience) [![SUBSCRIBE NOW](https://no-cache.hubspot.com/cta/default/2337212/0782b7f8-d2aa-44f5-871b-ccc94914d873.png)](https://cta-redirect.hubspot.com/cta/redirect/2337212/0782b7f8-d2aa-44f5-871b-ccc94914d873) Content Title Description < Previous page Next page > ### Categories - [Marketing Strategy (203)](https://blog.hellostepchange.com/blog/topic/marketing-strategy) - [Business Strategy (107)](https://blog.hellostepchange.com/blog/topic/business-strategy) - [Digital (107)](https://blog.hellostepchange.com/blog/topic/digital) - [B2B Sales (68)](https://blog.hellostepchange.com/blog/topic/b2b-sales) - [Culture & Leadership (62)](https://blog.hellostepchange.com/blog/topic/culture-leadership) - [Branding (59)](https://blog.hellostepchange.com/blog/topic/branding) - [Step Change (59)](https://blog.hellostepchange.com/blog/topic/step-change) - [Stump the Strategist (36)](https://blog.hellostepchange.com/blog/topic/stump-the-strategist) - [Ashton Bishop (35)](https://blog.hellostepchange.com/blog/topic/ashton-bishop) - [Business Growth (26)](https://blog.hellostepchange.com/blog/topic/business-growth) ### Popular Posts [The Death of the SWOT Analysis and the Rise of the Strategic Radar](https://blog.hellostepchange.com/blog/death-of-the-swot-analysis-rise-of-the-strategic-radar) March 27, 2025 [![The Death of the SWOT Analysis and the Rise of the Strategic Radar](https://blog.hellostepchange.com/hubfs/BLOG/Posts/1-Strategy/strategic-radar.jpg)](https://blog.hellostepchange.com/blog/death-of-the-swot-analysis-rise-of-the-strategic-radar) [Team Decision Making: 4 Consensus Techniques Every Leader Must Learn](https://blog.hellostepchange.com/blog/team-decision-making-4-consensus-techniques-every-leader-must-learn) June 27, 2024 [![Team Decision Making: 4 Consensus Techniques Every Leader Must Learn](https://blog.hellostepchange.com/hubfs/BLOG/Posts/Team_Decision_Making/organising-team-decision-making01.png)](https://blog.hellostepchange.com/blog/team-decision-making-4-consensus-techniques-every-leader-must-learn) [5 Elements You Need to Create a Powerful Value Proposition](https://blog.hellostepchange.com/blog/5-elements-you-need-to-create-a-powerful-value-proposition) February 10, 2022 [![5 Elements You Need to Create a Powerful Value Proposition](https://blog.hellostepchange.com/hubfs/BLOG/Posts/2-Story/value-proposition.jpeg)](https://blog.hellostepchange.com/blog/5-elements-you-need-to-create-a-powerful-value-proposition) [What Are Brand Archetypes? 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