If you do not know where you want to reach, it does not matter the way you choose. When you decide your business positioning, you actually set the marketing strategy of your business. All your marketing activities will be planned and implemented to achieve this goal.
Having a business positioning strategy, is actually having a high level guidelines that keeps your business essence consistent. The business essence includes the interaction with customers, vendors, suppliers, employees etc'. The consistent business behavior that your business expresses is what your target customers and consumers receive. This is the way your customers will recognize you and choose your products or services on top of your competitors.
There is a very simple question that if you do not know the answer for it, there is no justification for your business to exist. Why should you buy a product or a service from me? The answer for this question consist the relative advantage of your products or services on top of your competitors, furthermore it helps you to identify your target market. Identifying your products' or services' uniqueness and your target market is just one step before planning how to reach the target market and how to present your products or services to the potential customers.
While defining its positioning, a small business should concentrate on its business' (products and services) uniqueness and to choose the best way to express it in all marketing means, whether it is through advertisements, business slogan, promotion activities, public relation activities or actual face to face selling.
