Positioning a Small Business

Small businesses have been getting much media and business attention lately. And quite honestly, there is a good reason why. The main reason behind it: consumers are paying attention. Entire communities are starting to be built around small businesses in different cities and areas. Many people are now buying from their local business instead of the giant corporation who perhaps offer a higher quality product, a more secure service, and a more reliable guarantee. However, they decide to go and buy from the small business around the corner. Why? It is not an easy question to answer, but a couple of possible answers might be:

• they offer a more personalized service
• they are usually more open to ideas, comments and suggestions
• are more worried about service quality and customer attention
• have a more independent, free-spirited feel to it,
• etc…

With this growing trend to focus (and consume) on small businesses comes a growing need for differentiation and brand positioning by the small business owners. They can’t all be the same or offer the same benefits or they won’t be easily recognizable, hence losing the attention and mind-grab of the consumers. Let’s review what positioning really means, straight from the authors of the concept (Al Ries and Jack Trout):

“… positioning is not what you do to a product. Positioning is what you do to the mind of the prospect. That is, you position the product in the mind of the prospect…”

Interesting. Positioning is not something you do or product, rather something that is within the mind, thoughts, and heart (I would add) of your customers. So how can small businesses position themselves?

The answer is simple and might even be shocking for many managers out there: Positioning a small business brand is done the same way a big brand is positioned.

Now, recognize I’m not speaking of ad expenditure, or TV spots you’re able or willing to buy. I’m speaking solely on the strategy behind it. From what I’ve found the best way to position a brand is to build a story around the brand (and business). And a tip on this: Everything Matters!

Some of the things to keep in mind:
Name. Logo. Brand. Colors. Textures. Products. Services. Timely service. Cleanliness. Added services. Staff friendliness. Timing. Location. Ads. Consumers. Customer Service. Website. Open/Closed Communication. etc.     – Every touch point matters, do it all around…. 360º Branding!

Build your brand stories taking into consideration all the things you will need to add, modify, or eliminate from your current brand’s communication (not limited to advertising) to be willing to, with time, get to the new position. Now remember, like I said, that every interaction with a consumer is as important as every ad you put on the air. Be keen on detail, never miss a chance to tell the story always sticking to it, and you will sure enough manage to position your small business brand.

I will be trying to come up with new posts on small business brand marketing since it’s such a hot topic now.  Please leave your comments via the comments section, I really appreciate each and every comment you have!