Clarify Your Niche, Your Value, and Your Impact
The agency space is crowded, so positioning is super important. But positioning is about more than verticals (industries) and horizontals (services). It’s about defining how you stand out, how you solve problems, and why clients should trust you. Strong positioning makes sales easier, marketing more effective, and referrals more natural.
You can define your agency’s positioning by considering who you serve, what problems you solve, how you solve them, and why your approach is unique. Use this framework to clarify your value proposition when talking to potential clients.
Vertical, Horizontal, and Beyond
Most agency positioning conversations start with verticals and horizontals. But great positioning goes deeper. The key is to keep it simple while making it distinct.
Below are six types of positioning you can use to define your agency. Brainstorm and write down as much as possible for each section.
Who Do You Serve? (Vertical Positioning)
Vertical positioning means niching down to a specific industry or customer type. By specializing in a sector, you build credibility, establish trust, and become the go-to expert.
Examples include healthcare organizations, DTC eCommerce brands, and nonprofits or sustainability-focused companies.
The strength of vertical positioning is that deep expertise in a specific industry makes your agency more attractive to clients in that space.
What industries, company types, or customer profiles does your agency focus on?
What Problems Do You Solve? (Horizontal Positioning)
Instead of focusing on an industry, horizontal positioning is about solving a specific problem that exists across multiple industries. If you have a specialized skill set that applies broadly, this might be your best angle.
Examples include ADA compliance testing, conversion rate optimization, and branding and identity creation.
The strength of horizontal positioning is that clients from different industries will seek you out because they have the same challenge.
What specific problems does your agency solve, regardless of industry?
How Do You Solve the Problem? (Methodology Positioning)
What makes your process, tools, or approach unique? Do you have a signature framework, a proprietary method, or a philosophy that sets you apart?
Examples include proprietary frameworks like Agile Sprint Design, a focus on AI-driven insights or human-centered design, offering white-glove services versus DIY platforms, and unique staffing, pricing, or client engagement models.
The strength of methodology positioning is that clients don’t just hire you for what you do. They hire you for how you do it.
What’s your unique approach to solving client problems?
Why Do You Solve the Problem? (Mission or Vision Positioning)
This is about your purpose beyond profit. What’s your deeper mission? Why does your work matter? Agencies that lead with mission-based positioning often attract clients who share their values.
Examples include empowering nonprofits to scale their impact, helping businesses transition to sustainable practices, and making technology accessible to underserved communities.
The strength of mission-based positioning is that clients want to work with agencies whose values align with theirs.
What’s the deeper reason behind your work? What impact do you want to make?
What Results Do You Deliver? (Outcome Positioning)
Results-driven positioning is about quantifiable impact. Clients don’t just want services. They want tangible improvements in their business.
Examples include driving 3X ROI through digital campaigns, reducing operational costs by 20 percent, and increasing customer retention rates for SaaS platforms.
The strength of outcome positioning is that it helps clients instantly understand the return on investment of working with you.
What measurable results do you deliver for your clients?
How Do You Work with Clients? (Cultural or Relationship Positioning)
Sometimes, positioning isn’t about what you do. It’s about how you engage with clients. If your agency has a unique way of working, this can be your differentiator.
Examples include acting as an extension of your client’s team, prioritizing long-term partnerships over quick wins, and providing collaborative, hands-on support throughout every phase.
The strength of cultural or relationship positioning is that clients who value a certain style of collaboration will choose you over others.
How do you structure client relationships? What makes working with your agency different?
Defining Your Ideal Clients
Once you’ve clarified your positioning, the next step is identifying who your best clients are. Consider industries, company size, decision-maker roles, challenges they face, and their motivators.
Pick One (or More) and Own It
You don’t need to niche down in every category. Just the one or two that fit best for your agency. Some agencies focus on a strong vertical niche. Others differentiate through a unique methodology, a mission, or their track record of results.
Whatever route you take, your positioning should be clear, compelling, and repeatable.
