Many small companies believe there is little they can do to really position their products and services because they spend little or no money to promote their products to their target buyers.
However, almost all products and services come "packaged" in one form or another. Even service businesses have uniforms, logos, slogans, types of vehicles, specialized greetings, service procedures, follow-up procedures, and a host of unique ways to differentiate themselves from their competitors. Packaging is an important way for you to get your positioning message across.
Positioning is ordinarily a very important factor in creating effective advertising and promotion. In fact, the less money spent on advertising and promotion, the more important correct and consistent positioning becomes for a small company's products. Small companies, like large ones, must:
- Work at consciously identifying brand features and benefits that are unique to differentiate the company and its products from the competition.
- Communicate and test which differences are most important to buyers and consumers in deciding to purchase your products rather than those of competitors.
- Work at communicating the most unique and important differences to buyers and consumers to create "branded value" and a "brand personality."
Qualitative research such as interviews with a small number of people, or more reliable (but expensive) quantitative research, can be done to determine how buyers and end-users understand and value your business differences with competitors. This research can help generate a unique selling proposition for the business and help create effective advertising and promotion.