Brand Positioning
The specific place you occupy in your audience's mind relative to other people who do similar work.
Brand positioning defines what makes you different from other people in your field: your niche, your point of view, and the specific problem or audience you're known for. Strong positioning makes it easy for someone to explain who you are and refer you to the right opportunity.
Example
Two executive coaches might both help leaders communicate better, but one positions around first-time CEOs and the other around founders scaling past 50 employees.
Nuance
Positioning is about clarity and focus, not narrowing your actual capabilities. You can still do broader work while being known for one clear thing.