NEWS

Why focus in brand positioning is so important for Australian small businesses

You often hear experts and people talking about the importance of focus within their life. Whether it's about focusing in on their health, focusing in on their financials or focusing on one thing at a time, to make sure that it gets done.

Focus within your marketing is no different, we talk a lot about focus in your brand and your business. What do I mean by that? It's about making sure that your brand has a focus and a meaning and a clear meaning, so that people know what it is that you do and why you're different.

We live in such an overcommunicated world whether it's emails, Facebook, websites, radio, social media. It's a cluttered world and you need to cut through and if your message isn't focused, your expertise isn't focused, who you do it for isn't focused, then there's no way that you're able to cut through.

So people can choose you over the competition, make sure your marketing has a focus to give it the best chance of succeeding now and into the future

The perfect marketing message

I gave an example the other day about the importance of having a clear and simple message that resonates with your audience. I was talking about a waterproofing business and how we could really focus in on his expertise and who it delivers it for so the clear targeted and simple message that I created for the waterproofing business was Sydney's roof waterproofing experts.

Now people say this is a tagline, we like to call it a positioning statement because it's about positioning this business in the minds of its customers that is different. So what makes it different? Well one, it does it in Sydney and it's really obvious about communicating that and two it tells people exactly what it does.

So they do roof waterproofing, they don't do waterproofing for everybody but they're really focused in the expertise and who they do it for and then finally the word experts, so when people hear that they feel confidence around the fact that this business has a focus on roof waterproofing and that we're really explicit around the fact that we are experts in that and nothing else.

So if a potential customer or client comes to us and we have a real focus in what we do versus our competitor who is generic and does everything for everybody then it makes common sense that the potential client will choose us over the competition and that's the power of having a focus and having a clear positioning in what you do, who you do it for and where you do it.

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.