There are very few businesses that are going to start without any competition at all. Even the products that bring a whole new dynamic to the industry are going to have to prove themselves against businesses that may be both bigger and less innovative. So, those businesses need to find themselves a place in the market. Just how do you do that?
Make a unique promise
You might cater to some of the same needs and provide some of the same services as you competitors. However, your best bet is not to focus on beating them at their own game. Your best bet is to set the rules for your own game. This means finding a niche. It could be one particular aspect of the service you could provide. It could be a section of the market and a certain kind of consumer not already being protected. Whatever your niche is, finding one will immediately give you an advantage.
You might make a whole new promise, but if your business looks the exact same as its competitors, then you will struggle to get the kind of visibility you need. This means finding brand imagery to make your logo, your site, and all your marketing have its own unique flavour. But you have to do the same even when you don’t have your marketing to represent you. For instance, you need unique packaging like bespoke pouches, too. That way you can rest assured that your business stands out even when you’re not there to help it do so.
Have your own values
The promise you make to the consumer about the value your products or services will offer them is important. But nowadays, consumers are thinking bigger and businesses need to, as well. If you want them to get on side with the business, then you should share some values with them. The best way is to fulfil your corporate social responsibility and make it a part of your messaging. For instance, look into how cause marketing can help build the profile of the business. Whether it’s going green, helping with education needs, or any other of a hundred causes, stand up for yours as a business.
Build your own community
The most important part of getting a share of the market is the people who make up that share. Don’t be afraid to reach out to them and start conversations. Build yourself a presence with social media and a blog that represents the business. Answer their questions, boost their messages, and get to know them as people. Include them in the business through online campaigns, whether they offer a prize or the opportunity to simply be silly and have fun. No connection to a market is stronger than the personal one. That’s how you turn potential customers into brand loyalists.
Market positioning is a vital skill. If you can’t learn it, not only will you be able to find yourself that share of the market you need. You will suffer from newer entries into the industry that can do it a lot better than you, boxing your branding in even further.