What is the position that you’re trying to establish in the marketplace for your company? What differentiates your business from your competitors? What does that one quality, that one unique position that if customers knew you could deliver on every single day; they would just swarm to your company?

That’s the idea that we’re talking about. Don’t just be a small business, be a small business with a brand because then you may grow into a large business. Find a unique position within the marketplace that you can repeatedly deliver on, maybe unique to just you. Don’t try to copy somebody else’s. Find something that is unique to what your company can deliver on and use it in all your marketing and brand awareness.

So take this position and drill it down on it over and over and over, so every customer associates your company with this unique quality.