There are over 30 million small businesses in the US alone and even more big established brands on the market. To beat the competition in 2024, you have to think about your brand positioning and marketing tactics to captivate your target audience.
Not only will it help you stand out from the numerous small businesses in your niche, but it will also aid you in creating a compelling brand strategy that’ll serve you for years to come. Ready to establish a place for your brand? Read on and find a secret to success.
Identify Your Target Audience and Learn Your Competition
What do you think about when you bring up positioning your brand in the market? Of course, your customers. After all, your business is nothing without its target audience. That’s exactly why you should understand and study that segment first.
Imagine creating several portraits of your potential customers. Will it be Bob, who works in accounting and enjoys fishing on the weekends? Or does your business cater to a young barista named Beatrice who likes knitting and pottery? Let your team think about your customers’ needs and pain points.
After that, move on to your potential competition. You’ll have to stand out to attract customers since you’re probably not the only one with these products and services. Take a look at the brands occupying the niche and find out what they have yet to cover. Research trends that you can tap into first. To make your search secure and unbiased, use a VPN. Look for VPNs that assign you a dedicated IP, which is a better option for business use.
Already got a customer base? Talk to them! Send out surveys, message them, and look through customer reviews. Analyzing feedback is the best tactic to position your small business brand.
Define Unique Selling Propositions (USPs)
In addition to understanding your target audience and competition, you should define what exactly sets you apart from other brands on the market. These points are called unique selling propositions, or USPs. Advantages that you find will help you understand what makes your business unique and attractive to the customers. For example, you could be different in your customer support approach or state-of-the-art technology. What does your brand strive to solve in the daily life of your customer base? Pain points of your potential customers can also serve as your USPs.
Here are some general tactics when it comes to USPs:
- Niche. Often perfect for small businesses, the niche tactic only focuses on a small and precise target audience. Brands that choose a niche tactic bring exclusive and tailored products to their customers.
- Value-based. Value-based businesses connect to their audience through shared values, such as LGBTQ+ inclusion, ecological activism, or sustainable technology.
- Differentiation. A differentiation tactic will be perfect for your business if you aim to bring a unique product or service to the public. You will be different from other brands, hence the name.
- Cost leadership. Businesses that use cost leadership tactics make their products widely accessible and attract customers with the lowest prices on the market.
Craft a Brand Message
Cultivating a brand message comes right after figuring out your selling propositions. Your brand message will tell you and your customers what your business is, your goals and ideals, and why your audience should choose you. The reality of creating a business is that every successful brand is full of life and character.
Without a proper brand message, your business will look blank and gray. Think about it this way: a brand that produces camping gear is nothing more than just another business to the customers. They would rather choose a store with a good message about eco-friendly camping and sustainable consumption.
Once you know what you stand for, compile these ideas into short statements. Try to make them straight to the point. Key statements will clarify your USPs, brand goals, and unique product features. They should also resonate with your target audience.
How can you make your brand message consistent?
The worst thing you can do to your business is to be inconsistent with your brand message. Gather all your marketing channels, like social media accounts, emails, advertisements, and websites, and take a closer look at what your team posts. Everything you use to promote your brand should include one of your brand message statements. Otherwise, your customers will be confused by what exactly you offer and your voice will be lost in the crowd. After all, your message explains why you stand out among other businesses and products.
Spread this idea to your employees. They are not just your team but an immense force that can strengthen and protect your brand image from slander. Conduct training sessions on how to safeguard your brand’s assets. Establish that using technology like best business password managers can aid them in protecting sensitive information, including logos, designs, and other content stored on the cloud services.
Adjust Your Brand Image
Positioning your small business brand is not easy, and once you create one, it requires a lot of work. That includes adjusting your brand image after you’ve cultivated your approach and brand messaging.
How do your customers see your small business? Work with your customer base to learn what they like and dislike about your products, tailoring your brand to perfection. Conduct surveys and listen to feedback for more information. Your audience is your best guide. Add what they ask for, as customers know best what they want to see on the market.
At the same time, don’t ignore your competitors or market trends. Always update your team on what’s new, and come up with ideas on how to adjust your strategy in the everchanging small business market.
In Conclusion
Positioning your small business brand in the vast sea of other businesses can be tough. A smart brand positioning strategy is the bright star that can illuminate your way to business success. It will help you identify your customers, craft your brand message, and stay consistent as you grow and thrive.
