Positioning is the spot your startup fills within the head of your customer. It matters because most people already have a go-to brand for most products and services they need. For example, Apple is positioned as the leader for personal technology, for most, non-technical people. Unless you are a developer in which case, you probably prefer PCs and Android phones. They claim different positions for different people and it gives them authority as a an option for people to buy.
Here is where startups go haywire with their positioning,: they play the wrong game. Specifically, this one: they try to look, feel, and act like a large company and go head-to-head with the ones already out there. This trickles into their branding efforts, making them appear sterile, stoic, and dehumanized. Why? Because they see large companies they are trying to compete with do the same thing. Here's the secret: large companies have to act that way so they don't get sued for upsetting people with their character.
As a result, customers long for something more personable (someone to claim a different position). This is something your startup could offer them if you weren't playing the "we're a big company too," game. You will lose every time. But if you gave a minimal amount of effort into giving your startup a personality and stopped trying to look, act, and feel exactly like the companies you are looking to dethrone, you'd win more often.
Play the right game.
The downside to being an advocate of change is that it is hard to see past the muck blocking you from the finish line. What's more, is that the muck might not even be your doing, it's just there.
Most would see the obstacles that lie before them as excuses to turn back and give up. But that is not the rebel way.
Rebels cannot let go of their vision, it is as much a part of them as their skin, hands, and feet.
No one said doing things differently would be easy, or that everything and everyone would be in your favor. Quite the opposite actually.
It may not be your fault where you are at and no one blames you for the external things that have blocked your path. But it is your responsibility to make the next steps. Will they be forward or backward?
Everyone loves ice cream, but getting people to agree on a flavor is difficult. You gauge a room of people to see what they want and no one will seem to agree. Especially if someone suggests mint and chip.
My guess is that most people are indifferent, but there are those who vehemently oppose the flavor with everything they've got. Hell, someone even wrote an article on how terrible is it.
Here's the thing though:
One of my closest friends absolutely LOVES mint and chip ice cream. It's her favorite, she will go out of her way to get it and she'd happily argue with the author of that article about why it's a good choice.
Branding a startup works the same way. Some people will love it, some will not. You have to be ok without pleasing everyone.