SME10x Archives — Carrington Malin

November 5, 2020
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Legendary marketing pioneer and author Philip Kotler defines brand positioning as ‘the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market’. Positioning is a critical component in the promotion of any venture, from advertising and public relations, to sales and customer relationship management (CRM), even having an impact on the structure and policies of growing companies. Founders tend to work hard on positioning their ventures, but a chain is only as strong as its weakest link.

In these days of Internet learning, it’s easy to read about the role of positioning, see examples of what it looks like and find out how to go about developing your own positioning statement. It’s something that’s top of mind for all founders, whether they realise that it’s positioning or not. Finding a process that works for you can help you crystalise your value proposition and create a clear positioning statement.

Nevertheless, developing strong positioning that differentiates your brand from competitors and aligns exactly with your business strategy, is easier said than done. Our end result in developing brand positioning is defining how we could like our customers to think and feel about our brand, but for this actually to be the case, positioning must work well across every aspect of our brand, marketing and communications.

If your business proposition is not receiving the recognition that it deserves, internally or externally, this could be due to a weak point in your positioning strategy. Here are five reasons why your brand positioning may not be working for you.

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July 14, 2020
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As policymakers across the globe struggle with how to define and implement regulations for future commercial drone services, the new Dubai drone law could help turn the emirate into an R&D hotspot.

Now Dubai has the law to govern the development of a drone services sector and a strategy to develop and manage the drone ecosystem, the emirate is better positioned to attract investment and drive innovation.

So, where are the opportunities for startups and SMEs?

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March 16, 2020
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These days, it doesn’t matter where you work or what you do for a living, marketing has changed as a result of Covid-19 and some may feel that their business has been turned upside down. Here are five ways to review and refocus your marketing effort.

While you naturally put the health and safety of your customers, employees and other stakeholders first, you’ll also be mindful that every business needs to take measures to ensure productivity, revenue and profit. However, the reality is that your customers are probably grappling with changes to their own lives at the moment. So, simply calling them up to find out if they would like to buy more of your new product or service could prove to be highly counterproductive.

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March 6, 2020
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If there isn’t now an element of uncertainty in your business, then you are either the exception to the rule, or you’re simply in denial. Against the backdrop of economic instability, daily coronavirus news coverage and public fears over safety, many businesses are trying to figure out how the global crisis affects them and what, if anything, they can do about it.

Here are six communications tips for the coronavirus crisis to help you ensure that your business doesn’t say all the wrong things to the people that it cares the most about.

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February 19, 2020
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Whether you’re starting to market your first venture or are helping someone else promote theirs, you’re probably already making use of talent platforms to help you get things done by online freelancers at a cheaper price point.

If you’ve been doing this for a while, then you may also have already found out that remote freelancers are often great for solving short term needs ‘in the moment’, but their work isn’t always that useful for the longer term. You may even write-off disappointing projects as learning experiments or fast fails that help you set direction. Although, the honest truth is that the online freelancers used have probably have not had enough direction to begin with and more time invested at the outset would have helped you achieve a better result.

Continue reading this story on SME10x.com.