Way too often we see small businesses (and Big!) get excited and go down the ego and big lights play in their marketing to see their business and brand out there well before they’ve actually thought about what it is that they will be communicating in these bright lights… and most importantly that will allow them to be positioned in the mind of their customers that is different to the competition.

Because of this there is so much wastage in time, money, energy and skills invested in marketing, and then businesses wonder why it’s not working. Take the time to define your positioning and then communicate this consistently, both from a message and frequency perspective.

Michael Kava is the Director of Australia's leading marketing consultancy for small business, Little Marketing. Little Marketing has been providing marketing advice, marketing plans and consulting and executing on these marketing plans for Australian small businesses for over 17 years.