Positioning and Branding for a Small Business

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A brand is not just a name but a business identity that reflects its unique personality, origin, and quality. Branding and positioning for a small business help it to grow, survive and thrive in the competitive market.

Branding for a small business refers to creating distinctive perceptions and Positioning refers to the place which a brand occupies in the consumer's minds. Both the concept includes various strategies to raise potential benefits to the optimal level.

Positioning and Branding Guidelines

1. Riveting Advantage of Product/ Service Performance

A brand can achieve success if there is a significant difference in the product/service performances.

Example – Death Wish Coffee

2. Storytelling

A brand must take the help of storytelling as most customers appreciate a good narrative that is also informational. Facts and formulas are important but it is storytelling that makes the customers curious and helps to make a personal connection.

3. Allow Product/ Service Try-outs

Allowing try-outs of your product/service through demonstrations or sampling keeps the customers interested in the brand

Example - Blendtec

4. Strong Digital Strategizing

A firm must take the help of digital strategizing to create awareness about the product/service so that it has a bigger virtual profile

Example - ALS (The Ice Bucket Challenge)

5. Create a Community

Creating a community through promotions, low-cost marketing, social networking and public relations helps small businesses to set their position in the market.

Example – The Cronut

6. Well Consolidated Brand Elements

Brands often use catchy and distinct slogans, mascots, logos and packaging to boost brand visibility and improve brand awareness. It helps to catch the customer’s imagination while purchasing a product/service.

Example Surly Brewing Company

This video is on Positioning and Branding for a Small Business. It has the following sub-topics.

Time Stamps

0:00 Introduction to Positioning and Branding for a Small Business
00:48 Riveting Advantage of Product/ Service Performance
01:28 Storytelling
01:56 Allow Product/ Service TryOuts
02:41 Strong Digital Strategizing
03:03 Example ALS (The Ice Bucket Challenge)
03:39 Create a Community
04:27 Well Consolidated Brand Elements
04:51 Example Surly Brewing Company