Positioning is the way a small business presents itself to its target market and differentiates itself from its competitors. It involves creating a clear and unique image in the minds of potential customers and communicating that image through branding, marketing, and customer experience. Positioning helps a small business stand out in a crowded market and attract the right customers. It is an essential part of a small business’s overall marketing strategy and helps define the value and benefits it offers to its target market.
In addition, positioning can help a small business to:
- Communicate its unique value proposition to potential customers
- Build customer loyalty and retention
- Increase brand awareness and recognition
- Command a higher price for its products or services
- Increase market share and profitability
Overall, positioning is important because it helps a small business market itself effectively – instead of broadcasting the same boring message as everyone else.
Analysing your competition
- Research your competitors
- Determine your unique selling proposition (USP)
Developing your positioning strategy
- Create a positioning statement
- Communicate your positioning through your branding and marketing efforts
Implementing your positioning strategy
- Integrate your positioning into all aspects of your business
- Monitor and adjust your positioning as needed
Maintaining a strong positioning over time requires continuous effort and monitoring. Here are some tips for maintaining a strong positioning:
- Monitor your brand perception: Regularly track how customers perceive your brand and how it compares to your competitors. This can help you identify any areas where your positioning may be slipping and make adjustments as needed.
- Stay up to date on industry trends: Keep an eye on industry trends and make sure your positioning remains relevant and timely. This can help you stay ahead of your competitors and maintain a strong position in the market.
- Monitor and adjust your messaging: Make sure that your messaging consistently communicates your positioning and appeals to your target market. Regularly review your marketing materials and make any necessary adjustments to keep your messaging fresh and effective.
- Monitor and adjust your customer experience: Your customer experience should align with your positioning and provide value to your target market. Regularly review your customer experience and make any necessary adjustments to ensure it meets the needs of your target market.
- Train your employees: Your employees are the face of your business and should be knowledgeable about your positioning and how to communicate it to customers. Make sure to provide regular training to your employees on your positioning and brand so they can effectively represent your business.
By following these tips, you can maintain a strong positioning over time and effectively market your small business to your target market.