No matter what your small business does, it is likely to have a competitor. That competitor could be a huge company, like Google or Coca Cola, or other local, similar competitors. So how do you make your business stand out so that customers will choose you over someone else?
You can be different in a number of ways:
- Show a different level or standard of customer service – make personal relationships with your customers and make them feel valued. If your competitor is a large company, they won’t stand a chance against you when it comes to getting to know customers personally.
- Have a sense of humour. Make people remember you because your business makes them smile. Innocent are great at doing this.
- Offer something different in your product or service. What can you do that makes your product or service slightly different to everyone else’s? Are you a specialist in a certain field? Are all of your ingredients or components locally sourced?
- Think small. Even the smallest idea can make a big difference – maybe putting a dog bowl outside your business if your customers are dog walkers, or hanging art from local artists in your premises or offices. It is these small ideas which will make you stand out and seem accessible to your customers, no matter what your size.
Use what makes you different to set the tone of your marketing. Make sure you highlight what makes your business different to those of your competitors and include it as a theme for everything you do. You’ll become known for having a USP (unique selling point) of being a little different, which will help to establish a loyal following of customers.