NEWS
Why Australian small businesses need a strong brand positioning
The definition of positioning is that it's about positioning your business and your brand in the minds of your customers where there's the least amount of competition or where you can eliminate the competition.
That's the whole point of positioning and the meaning of positioning and that's why we need to create a point difference so we're going to basically put that positioning and point difference into some clean wording or messaging or in a statement that you can now use across all your marketing touch points.
So whether it's your website, whether it's your social media posts, whether it's a flyer whatever it is that might be your marketing touch points, we want to use that positioning statement across all of those touch points to create two things:
- We want to be able to create that consistency in that message by using that positioning statement and what that also allows us to do is then communicate consistently, so on a frequency perspective, you would have heard me say this before, that for us we see four key areas for people to master their marketing in small business one create that positioning and point of difference.
- Never waver from that so don't try to be point of difference or create a new point of difference every single week never waver from that positioning and point of difference on what makes you special
Communicate it as frequently as possible and try to communicate more than your competition.
Why only your business should matter
If you've taken the time to look at why you're different to your competition and create a strong positioning statement that you now want to communicate to the outside world and you're at that point where you're looking at activities and a amarketing plan, what's most important is that you're thinking about what are the objectives that you're trying to achieve in this whole process and what is the reason you're choosing particular activities and what is the end outcome.
I see so many businesses out there trying to over complicate their plan or over complicate the activities that they should be doing for their small business. They're too busy looking at what other businesses do, what the next door neighbour does, what their friend does, what their family do.
Whereas they should be focusing on their business and these are the key elements that you need to be thinking about when choosing the activities for your business. The plan should be focused on your business, your objectives, your audience, your offering and most importantly what you are trying to achieve for you, your business and your life.
So when you’re deciding on the activities whether it's Google AdWords, whether it's Mailchimp, whether it's sending out files to a database, make sure that its objective driven and it's all about you and your business because nothing else matters.
The team here at Little Marketing have been working with small business owners for over 16 years and helping them in this approach. If you're looking for a consultative approach to your small business marketing, then speak with our team today.
