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Lenox Lizwi Mhlanga

A colleague of mine decided to launch a unique product. He asked me how he would rise to the pile in a very competitive business environment. In other words, he wanted to stand out from the rest. I believe I have to share this with you as well.

“If branding is the art of differentiating your business to your intended customers, then it becomes essential to identify what that business is good at and amplify it,” I told him.

First, telling one’s story can be a good foundation for launching a brand. That is followed by the all-important process of positioning.

Brand consultants believe that highlighting what a business is good at goes a long way in setting it apart from the rest of the competition.

Entrepreneurs by nature possess an abundance of passion for their business, but when it comes to marketing, value proposition and building their brand their enthusiasm goes down somewhat.

And yet building and nurturing a brand is much more than designing a fancy logo and banners, but rather a question of creating a lasting relationship with customers.

The biggest mistake that Small to Medium Enterprises (SMEs) make is to attempt to be everything and do everything. Being a jack of all trades dilutes credibility, risks lack of clarity — that of being considered a trustworthy expert that is worth hiring.

The focus should be at one thing that you excel at and then grow business from that point. That thing that you do best that the market is looking for. If an operation offers a range of services, which is the case with many enterprises, identify a niche that will make you stand out.

For example, wedding caterers would choose to concentrate on traditional foods or go for the more exotic like supplying Indian or French cuisine.

An event venue provider could choose a rustic outdoors feel, cutting out the frills that the discerning customer would feel is truly ‘African.’ This type of branding has worked wonders for local operators targeting the foreign market.

Wedding planners who are in a very crowded market should work extra hard at distinguishing themselves from the competition by being more creative. This can be done without having to re-invent the wheel.

The Zulu Wedding theme has paid dividends for those planners in the south of Zimbabwe. Variations on this theme can be utilised to cater for Venda, Tswana, Kalanga or even Tonga clients! Customers are prepared to pay a premium for the elaborate costumes and décor.

Throwing in the appropriate music and entertainment should be an icing on the cake, to excuse the pun!

There is need for the SMEs in the events industry to focus on their key positioning. The aim is to be ‘remembered’ for a specific area of expertise. Being true to where one’s position of market advantage lies and where the most value can be added is the key.

Your unique positioning should be highlighted in your communication. Especially where it is less obvious or where there is the threat that your business can be drowned in the oversubscribed market.

An appropriate tag-line or slogan can summarise your key area. The use of local languages in the slogan adds a unique element. One does not have to go very far for such examples, with the South Africans being leaders in embracing local languages and cultures in portraying their business values.

Such examples show how one can use such features to sum up their key benefit or point of distinction. If the concept is complex to grasp, some suggest making a video explaining it. Or having to highlight some key points in your marketing literature or online.

Oddly enough, SMEs have been found wanting when it comes to embracing the online revolution and the influence of social media on business. Yet this offers a potentially cheap marketing tool for them to attract business and to develop links with customers and potential investors as well.

The statistics alone speak for themselves. According to the regulator, Post and Telecommunications Regulatory Authority of Zimbabwe (Potraz), the country’s mobile phone penetration has gone past the 100 percent mark to 103.5 percent. That is 13,518,887 mobile subscribers, a substantial number of which have access to mobile internet services.

What it means is that if your business does not have a website, a Facebook page, or a Twitter account yet, they are alienating themselves from a potential global market just a click away.

WhatsApp has become the most popular and most accessible of all social media and yet its commercial potential is rarely being utilised.

Creating a group for marketing your business and not gossip is a proposition worth considering.

Creating a profile on LinkedIn allows the business to interact with others in their industry. SMEs should take cue from the big boys and have an online presence that could also portray their business as techno savvy and keeping with the times. That is bound to set you apart from those who are not.

Standing out demands that you be authentic, reasonably priced with a unique proposition. The result is that you get recommended, commented on and sought after. This way you steadily build an army of brand loyalists who will vouch for your product or service any day.

If this is not advice worth taking, then I really don’t know what is. My colleague has at least adopted my advice and it does not cost an arm and a leg.