The essential ABCs of brand positioning

By Henry Brown

Brand positioning is the kind of concept that feels like an impossible mountain to climb for small businesses. Indeed, while branding refers to the broad strategy of activities designed to raise the awareness of a specific brand, brand positioning is a different kettle of fish. The position of your brand refers ultimately to the way the target market thinks about your business. Big companies tend to rely among other things on partnerships with influencers to build an emotional connection. Apple, for instance, reached out to enthusiastic YouTube creators to create sponsored unboxing content for social media. Unfortunately, for small businesses, expensive promotional campaigns are not an option. But you can use smart strategic tips to create a noticeable and positive first impression that will draw your audience.

A: Manage your APPEARANCE

There is no denying that the first point of contact between your brand your audience is likely to be your website. As a small company, you need to dedicate a lot of attention to building a site that appeals and converts. While platforms such as or WordPress let you create a site, you won’t get the professional look and feel of experienced web designers if you stick to a DIY job. There’s no miracle; a good website that positions your brand as a reputable business requires professional input. From using a customized template that encompasses your branding guidelines to designing a goal-focused structure that lets you grow your business, your digital appearance needs to create trust.

B: Be a BONA FIDE expert

Promotional offers rarely get you customer loyalty and trust. Building a brand that people feel positive about is not a matter of showcasing your performance and experience. It is a matter of showing an authentic image of your business. Conveying brand authenticity is a priority in a crowded marketing environment. It is a daunting communication strategy as genuine marketing is built on embracing your vulnerabilities to understand your values. Be open and transparent about your products and offerings. More importantly, don’t be afraid to explain to your audience why your brand exists.


Why should your customers pick you over your competitors? To answer the question, you need to be ready to research the market environment and understand what makes your brand compelling. It’s a good idea to buy from your competitors before launching your business; it gives you insight into their market approach. More importantly, it lets you create a structure that addresses some of the issues you might have experienced as a customer.

A last point to remember: DIFFERENTIATE

Managing your appearance, being genuine and au fait about your competition give you a significant advantage to position your brand on the market. However, brand positioning doesn’t guarantee you are stand out from the crowd. If you want to get noticed, you need to consider practical ways of differentiating your small business without breaking the bank. As a small business, you’ve got the possibility to build a personal strategy, not only with your customers but also with your community. The person behind the brand becomes part of a robust network of local supporters.

Brand positioning strategies don’t have to drag your budget into the red. On the contrary, you can build your presence gradually, focusing on your digital appearance, your authentic marketing communication, and your knowledge of your competitors. With these solid foundations to support your business growth, getting noticed is all about leverage your personal touch!


Henry Brown is an online marketing executive. When he isn’t talking shop, he’s roaming the streets of London, uncovering the extra-ordinary in the ordinary.

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