As a small but growing brand, it can be difficult to get that crucial brand awareness when you’re having to compete for the same audience as bigger, more well-known brands. You’re likely to have less budget and resources than they do, making it that bit harder to establish your brand and get it to stand out on the shelves.

Many small businesses are often influenced by the bigger names in their market, and as a result, model many of their marketing and branding decisions around what other players in the industry are up to. But there are other ways to get the attention of your target audience.

Promote your unique selling point

What is it that makes your product so different from everyone else’s? Focusing on what makes you unique as part of your branding can help consumers to understand why your product might be better suited to their needs than bigger names in the market. By highlighting what it is about your product or brand that makes you special, you can appeal to audiences that you perhaps weren’t even aware of, broadening your original target audience.

Own your small business status

If you’re a small business, you need to own it – and promote the fact that you’re a smaller brand. In today’s day and age, people are much more likely to pick smaller brands,  particularly if they’re locally sourced. Supporting the local economy and small brands means that the market is no longer dominated by bigger corporations, offering consumers more range in products and services. In fact, in 2018 the combined annual turnover of small business enterprises was £2.0 trillion, 52% of all private sector turnover.

Focus on the customers you do have

It’s understandable to want to reach as many people as possible, but don’t forget about the customers that you already have. Avoid trying to compete for the same volume as big brands, focus on the customers that you already have, and establish a strong relationship to encourage them as a repeat customer. By establishing strong relationships with customers they are also more likely to recommend your product to people they know – giving you access to that all-important word of mouth marketing. 


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