Building a Small Business Brand

Posted by admin on January 1, 1970

Remedy or Replica – What is Your Small Business?

Small Business Challenge: I just heard this in relation to the Presidential campaign, but I think it works as a starting point for any effective brand campaign. How are you positioning your brand in relation to other products in the marketplace? Are you a remedy or a replica? There’s an important difference.

A remedy solves a problem, it can be entirely new and not similar to anything on the marketplace. Since it is so new, it can have a price point that is new as well. But, to make this kind of claim, you better have evidence to back it up.

A replica is just like others already on the market. A replica is so similar, that you won’t notice any difference. A replica always is judged on price, since a replica is never (almost) better than the original.

Your small business brand’s first decision, then, is it a remedy or a replica? How does it fit with your online direct marketing strategy?