Your business needs to be seen as being DIFFERENT! | Small Business #Marketing Tips

An organisation's brand and its perceived market differentiation are inseparable. They go hand in hand. The less awareness there is about you and your product, the greater the need to have a differentiated position. The more saturated your market category, the more differentiation you need in order to stand out from category leaders and get noticed in your own right. If buyers see what you're selling as having more than a passing resemblance to what the major players are offering, you're pretty much doomed from the start. Your only play is standing out, being seen as being different, so you're not tarred with the same brush as others. If you choose to make a carbonated cola drink, for example, trying to compete head-to-head with Coca-Cola or Pepsi is never gonna work. Their category dominance, brand familiarity, distribution, and marketing budgets means the chances of success are slim. But what if your cola drink was free of artificial ingredients, grown organically and sustainably, and all your suppliers were on a profit share. Now you have a differentiated narrative the big names can't replicate, and all of a sudden you've got a chance.