Positioning with Purpose: How to Own Your Narrative and Lead with Legacy

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Positioning with Purpose: Own Your Narrative and Lead with Legacy
Positioning with Purpose: Own Your Narrative and Lead with Legacy

By Julie Condliffe

Positioning is no longer just a marketing tool. It’s a form of self-governance—the quiet art of defining your identity before the world does it for you. Whether you’re an entrepreneur, professional, creative, or leader, how you position yourself determines the kinds of conversations you’re invited into, the rooms you walk into, and the impact you leave behind.

What is purposeful positioning?

Purposeful positioning is the act of intentionally crafting how you are perceived—not just based on what you do, but on what you stand for. It’s the difference between being known for a role and being remembered for a reason.

Most people operate reactively; they become known for the loudest moment in their journey. But leaders operate proactively. They decide in advance how they want to be known, who they want to influence, and what impact they want to leave.

When I wrote my book Unbreakable, it wasn’t to sell copies. It was to share my story with people who have gone through what I had gone through. In the process, however, I repositioned myself. Not just as a lawyer. Not just as a speaker. But as a woman who had been through public storms and chosen to use her pain to empower others. That was a pivot in my positioning—a reclaiming of my narrative.

Because here’s the truth: if you don’t position yourself with purpose, the world will position you based on its limited understanding of your story.

Positioning is a strategy, not a slogan

In today’s hyper-digital world, where attention spans are shrinking and opinions are instant, your positioning must be more than a tagline. It must be a strategy.

It should dictate:

  • How you introduce yourself
  • What problems you solve
  • What platforms you show up on
  • Who you collaborate with
  • What media features or thought leadership you pursue
  • How you communicate your values consistently

The goal isn’t to be everywhere—it’s to be unforgettable in the right spaces, by the right people, for the right reasons.

Positioning vs. branding: know the difference

Branding is the packaging. Positioning is the perception.

Branding asks: What colours represent me? What font feels modern?
Positioning asks: Why should anyone care? What do I want to be remembered for?

You can have a beautiful brand and still be poorly positioned. You can have a website, a logo, even a social following—but if people don’t know your value, trust your voice, or respect your space in the market, you remain replaceable.

Strong positioning makes you undeniable. It makes your presence a statement, not just an introduction.

The three levels of positioning

To move from being seen to being sought after, you must master positioning at three levels:

Internal positioning: what you believe about yourself

This is where it all begins. How do you see yourself?

Many people never rise into their potential because they’re still carrying an outdated self-perception. You cannot position yourself publicly in a way you’ve not yet accepted privately.

You must believe you are worthy of leading the conversation, claiming your space, and commanding respect—not because of perfection, but because of purpose.

I’ve had to do this inner work repeatedly. When I first transitioned into coaching and speaking, I doubted whether people would respect me outside the courtroom. But I reminded myself: the courtroom gave me tools. The pain gave me depth. The journey gave me voice. I am more than qualified to speak.

So are you.

Professional positioning: where you sit in the industry

What space are you claiming professionally? Are you an expert? A pioneer? A disruptor? A trusted advisor?

Too many professionals blend into the noise by refusing to make bold claims about the value they bring.

Positioning professionally means becoming known for a specific transformation, not just a service. It means shifting from being “a consultant” to “the go-to strategist for impact-driven startups.” From “a lawyer” to “the authority in creative intellectual property.” From “a coach” to “the voice redefining resilience for women leaders.”

Choose your seat. Don’t wait to be assigned one.

Public positioning: what the world sees, hears, and shares

This is where your inner and professional positioning become visible. It’s how you show up on LinkedIn. It’s your media features. Your TEDx talks. Your articles. Your panels. Your partnerships.

Do they align with your purpose? Do they reinforce your message? Do they elevate your credibility?

When done well, your public positioning ensures that opportunities find you. Speaking invitations arrive unprompted. Clients come pre-sold. Investors approach you. You no longer need to knock on every door—because your reputation precedes you.

Positioning is not arrogance—it’s alignment

Some fear that positioning themselves boldly is arrogant. But positioning isn’t about ego. It’s about alignment. It’s about making sure your outer presence reflects your inner power.

As a woman—and especially as a Black woman—I know how society often tries to humble those who claim their space too confidently. But I’ve learned: if I don’t position myself boldly, I’ll be placed quietly. That’s not humility. That’s erasure.

True humility is knowing your worth and using it to elevate others. And you cannot elevate others from the shadows. You must be seen.

The cost of poor positioning

Let’s be clear: poor positioning is expensive. It costs you visibility. It costs you opportunities. It costs you your peace—as you constantly explain your worth in rooms where you should be honoured.

I’ve seen experts underpaid because they weren’t positioned as authorities. I’ve seen brands overlooked because they didn’t align with their audience’s values. I’ve seen talented founders burn out trying to prove what positioning could have stated in seconds.

Don’t let that be your story.

Positioning as legacy work

Ultimately, positioning is not just about profit. It’s about legacy.

When people speak your name in rooms you haven’t entered, what do you want them to say? When your children, mentees, or team look at your digital footprint years from now, what do you want them to see?

Legacy isn’t built when you die. It’s built now—every time you show up intentionally, every time you speak with clarity, every time you choose purpose over popularity.

Your positioning writes your story in real-time.

Final thoughts: position yourself with vision

Positioning is not a vanity play—it’s a vision strategy. It’s how you go from surviving to leading. From whispering your value to being called upon for it. From hiding behind titles to defining your name.

And you don’t need a massive platform to begin. You just need clarity, consistency, and courage.

So ask yourself:
What do I want to be known for?
Who do I want to impact?
What perception must I create to make that possible?

Then act accordingly. Speak accordingly. Show up accordingly.

Because the most powerful leaders don’t wait to be discovered. They position themselves—with purpose, with presence, and with legacy in mind.

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