What Is Positioning, Really?
How to Position Your Outdoor Gear Brand for Maximum Impact
In an increasingly crowded market, standing out isn’t just about having the best gear, it’s about having the sharpest story. Whether you’re a heritage brand refining your message or a startup entering the space, positioning is what makes your audience say, “That brand gets me.”
Let’s break it down.
What Is Positioning, Really?
Brand positioning is the gut feeling someone gets when they think about your brand. It’s the intersection of what you do, who it’s for, and why it matters, told in a way that’s both true and compelling.
At its best, it creates:
Recognition (They remember you.)
Relevance (They relate to you.)
Resonance (They trust you.)
In the outdoor space, it also has to reflect values, lifestyle, and performance expectations. You’re not just selling a jacket or a stove, you’re tapping into identity.
3 Common Positioning Pitfalls (and How to Avoid Them)
1. “Premium Quality” Syndrome
Every brand says their gear is durable, sustainable, and thoughtfully designed. That’s table stakes. You need to go deeper.
🧭 Fix: Get specific. What does your take on quality look like in practice? Is it the material sourcing story? The field-testing by real guides? The minimalist design system?
2. Trying to Be for Everyone
If your brand says it's for “anyone who loves the outdoors,” it’s for no one. Niche down and win that niche hard.
🧭 Fix: Start with your most devoted user, the one who must have what you’re building. Speak directly to them. The halo effect will grow from there.
3. Copycat Vibes
Too many brands mirror industry leaders instead of creating white space. If your voice sounds like Patagonia’s cousin or your visuals look like a Fjällräven remix, it’s time to reassess.
🧭 Fix: Conduct a quick “brand landscape” audit. Look at your top 5 competitors. What are they all saying? Now — where’s the gap?
A Simple Framework to Clarify Your Positioning
Here’s a straightforward structure we often use with clients:
For [core audience], who [need/desire], [Brand] is the [category/solution] that [core benefit]. Unlike [competitive alternative], we [key differentiator].
Example (hypothetical):
For backcountry guides who demand gear that lasts a lifetime, Wildcraft is the alpine equipment brand that balances uncompromising durability with minimalist design. Unlike bulky technical brands, we make gear that performs without getting in your way.
You can tighten this into external messaging, or use it as internal alignment for teams, investors, or retail partners.
The Bottom Line
Good gear gets attention. Great positioning earns loyalty.
If your brand is entering a new market, evolving your story, or just trying to stand out on a crowded shelf, sharpening your positioning isn’t optional, it’s a multiplier.
Want help getting there faster? Let’s talk.
