What’s Your Position?

For many small business owners, the thought of “positioning” seems ridiculous at first. We tend to associate this part of the strategic planning and marketing process with large corporations. However, positioning provides small business owners with a realistic vision of where they stand in the market, and the most direct way to reach their best potential customer.

Key Messages

Your key message is an essential part of your positioning. It is the single idea that you are trying to get across – the one thing that will encourage customers to buy your product instead of someone else’s. It’s not necessarily about what you do, but how you do it.

To really understand how this whole concept works, turn it around. Listen to, read or watch one of the major company’s key message. Television commercials are probably the best medium to illustrate this point. Have you ever watched a commercial and thought to yourself “I don’t get it”? You can pretty much guarantee that if a key message does nothing for you, it’s because it was never intended to.

Consistency in Marketing

Consistency is the simplest marketing concept there is: Visual Consistency means “keep everything looking the same all the time”. Consistency in Actions means “do what you say you’re going to do – every time”.

Don’t let the simplicity factor fool you though. Consistency ranks right up at number one on the business owner’s Most Important Things To Remember list.