In this piece, small-business marketing consultant Michael Kava breaks down the four branding essentials you need to stand out from competition.
Too many businesses try to be everything to everyone and in the process, they become nothing to anyone.
The key to standing out? Be obvious and explicit.
The more obvious you are about who you serve, where you operate, what you offer and why you’re the expert, the stronger your positioning will be. Here’s how to lock in your positioning in your customers’ minds and set you up for long-term success
1. Be explicit about who your target audience is
If your ideal customer isn’t clear, your marketing will be all over the place. Your messaging should instantly tell people who your product or service is for. Are you helping small business owners? Corporate executives? Parents looking for organic baby products?
When you’re specific about your audience, the right people will recognise themselves in your message. Instead of saying, “We offer financial advice,” say, “We help self-employed professionals in Australia build wealth with tax-smart investments.” The first is vague. The second is clear and immediately relevant.
2. Be explicit about where you provide your product or service
Location matters, especially for service-based businesses. If you don’t clearly state where you operate, you’re making it harder for the right customers to find you. If you’re an electrician servicing Sydney’s Northern Beaches, say it. If you’re a national e-commerce brand, make it clear you ship Australia-wide. Being upfront about location eliminates confusion and increases the chances that the right people will engage with you.
For example, instead of saying, “We offer premium catering,” say, “We deliver high-end catering for corporate events in Melbourne.” It removes doubt and makes it easier for potential customers to say, “That’s exactly what I need.”
3. Be explicit about your expertise
People trust specialists over generalists. If you’re an expert in your field, own it. Too many businesses underplay their authority. Your potential customers need to know why they should trust you over the competition. Instead of saying, “We do accounting,” say, “We are Australia’s leading accountants for those in the trades.” It immediately positions you as an expert rather than just another Australian accountant in a crowded market.
Highlighting years of experience, industry recognition or a specific skill set can solidify your positioning. If you don’t tell people or show them why you’re the go-to expert, they’ll assume you’re just another generic business.
4. Be explicit about what you offer
If your potential customers have to guess what you do, they won’t bother and they’ll move on to someone they think is a right fit. You need to make it painfully obvious what your product or service is. If you run a coaching business, don’t just say, “I help people grow.” Instead, say, “I provide one-on-one business coaching for hairdressers who want to scale their businesses.” That level of clarity creates a direct connection with the right audience.
Just be obvious
People don’t have time to decipher clever or broad messaging. The clearer you are, the easier it is for your audience to see if it’s a needs match. When you’re explicit about who you serve, where you operate, why you’re the expert and what you offer, you create an instant needs match. When that happens, trust grows, sales increase and your business stands out in a competitive market.
