Clear is better than Clever - Brand positioning the game changer with Asthaar Kool

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In this episode of Marketing Espresso, I’m joined by Asthaar Kool to talk about one of the most powerful parts of business - positioning. It’s that invisible thread that determines whether people instantly get what you do, or scroll past your brand entirely.

Asthaar explains that product positioning helps people choose you, while brand positioning helps them stay. Together, they form the foundation of everything you do in marketing & sales.

We explore the difference between positioning & messaging, why clarity always beats cleverness, and how businesses can identify what truly makes them stand out. Asthaar shares real-world examples, including the famous muffin vs cake story that perfectly illustrates how a simple change in context completely shifts perception, pricing, and audience.

We also dive into the practical side of repositioning - collecting customer feedback, defining your top three strengths, understanding your audience’s mindset, and refining how you talk about your product or service. Asthaar shares how your website, your sales process, and even your tone of voice all reflect your positioning whether you realise it or not.

We discuss common mistakes - like pretending to be bigger than you are, leading with vague promises e.g “save time” or “increase revenue,” or using trendy buzzwords like AI without a real differentiator.

Key takeaway:
Being clear beats being clever every single time. People buy what they understand, not what sounds fancy.

Action step:
Audit your brand & website. Can someone who’s never heard of you understand what you do, who you help, & why it matters within five seconds? If not, it’s time to revisit your positioning. Be specific, stay curious, & keep listening to your customers - because their feedback is your best data.

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This podcast has been produced and edited by Snappystreet Creative