Position Like a Pro: How Big Brands Win and What You Can Do to Compete

Why Are Clients Overlooking Your Business?

You’ve poured your heart into building your business, offering top-notch services or products. But for some reason, clients keep choosing your competitors. Ever wondered why?

It’s not just about having a great product or service. If your clients don’t understand what makes your business special or why they should choose you over others, it might come down to two key elements missing from your Go-To-Market (GTM) strategy: positioning and messaging.

The truth is, in today’s competitive landscape, especially here in Botswana, simply having a good offering isn’t enough. Whether you’re a consultant, professional, service provider, or e-commerce entrepreneur, your potential clients need a clear reason to pick you—and that starts with how you position your business and communicate your value.

Positioning and Messaging—The Cornerstones of Your Brand’s Success

Let’s break it down.

Positioning is about defining how your business is perceived in the minds of your target audience. For example, Woolworths positioning focuses on fresh, organic food while Choppies speaks to affordable, quality food. These are what people think of when someone says “Woolworths” or “Choppies”. Are you the premium choice for those who value high quality? Or the go-to for budget-friendly, efficient services? Without clear positioning, your business becomes just another option in a crowded marketplace.

Messaging is how you communicate that positioning to your clients. It’s the words, tone, and style you use to convey who you are, what you offer, and why you’re different. Your messaging isn’t just about telling people what you do—it’s about connecting with them emotionally and aligning your offer with their needs. Think KFC, Chicken Licken and Nandos; fierce competitors who have each crafted a unique positioning and messaging strategy to differentiate and uniquely communicate their offerings to the market.

Take Coca-Cola, for example. They don’t just sell soft drinks; they sell happiness and togetherness. Their positioning is crystal clear: Coca-Cola is the drink for joyful moments. Their messaging reinforces this position through every campaign, slogan, and ad. That’s why, despite the many cola alternatives, Coca-Cola remains a global leader.

Here’s why positioning and messaging matter for your business:

1. It differentiates you from your competitors. When your target clients see your business as the expert in your niche or the solution to their specific problem, you stand out.
2. It builds trust by communicating your value in a way that resonates with your audience. When clients feel like you understand their needs, they’re more likely to choose you.
3. It drives loyalty. Once clients connect emotionally with your brand, they’ll keep coming back—even when competitors try to win them over with lower prices.

So how does this apply to your business in Botswana?

Let’s look at a more local example. Imagine you’re a consultant in Botswana offering digital transformation services to small businesses. You could position yourself as the expert who helps traditional businesses succeed in the digital world. Your messaging should highlight your experience, your local expertise, and how your solutions are tailor-made for Botswana’s market. Instead of simply selling "consultancy services," you’re offering "tailored digital solutions that empower local businesses to thrive."

Or say you’re in e-commerce, selling handcrafted Botswana products. You could position your brand as a champion of local craftsmanship, providing unique, sustainable products. Your messaging should focus on the authenticity and cultural richness of your products, appealing to clients who value sustainability and supporting local businesses.

Small businesses in Botswana can take a page out of the big brands’ playbook: don’t just sell your product or service—sell the experience, the feeling, and the transformation your client will get by choosing you.

Common Mistakes That Sabotage Your Positioning and Messaging

Now, here’s where many business owners trip up. They understand they need positioning and messaging, but they don’t execute it correctly. Here are a few common mistakes we see time and time again:

1. Hiring a graphic designer without a clear messaging strategy. Many business owners rush to create ads, hire a graphic designer, and end up disappointed with the results. Why? Because the designer might create beautiful visuals, but if they don’t understand your brand’s positioning or messaging, those ads won’t resonate with your audience. It’s like putting lipstick on a pig—fancy designs won’t help if the core message is unclear or off-target.

Imagine you’re a professional services firm that positions itself as the expert in financial consulting for SMMEs. You hire a graphic designer to create an ad, but the messaging ends up being too vague—something like "Get expert advice today!" That doesn’t tell your potential clients what makes you different or how you solve their specific problems. A better approach would be to work with someone who understands your positioning first, and who can craft a message like, "Helping Botswana’s SMMEs unlock financial growth with tailored strategies."

1. Focusing too much on features, not benefits. This is a classic. Small business owners and tech startups (AI SaaS businesses) often focus on what they offer—listing product features or technical details—without highlighting why it matters to the customer. Clients don’t just want to know what you do; they want to know how it will improve their lives or solve their problems.

For instance, an e-commerce store selling eco-friendly products might focus heavily on the materials used in their products (e.g., "100% organic cotton"), but fail to drive home the message that buying from them supports sustainable living and reduces the buyer’s carbon footprint. Your messaging should highlight the emotional and practical benefits—"Feel good about your purchase knowing you’re making a positive impact on the environment."

1. Inconsistent messaging across platforms. Your website says one thing, your social media another, and your email campaigns sound like they’re from a completely different brand. This kind of inconsistency confuses potential clients and dilutes your brand identity.

A consultant who positions themselves as a local market expert but uses corporate jargon in one channel and casual language in another comes across as unreliable. To avoid this, make sure your messaging is consistent across all touchpoints—whether it’s your website, social media, or in-person interactions.

1. Skipping customer research. Business owners sometimes assume they know what their clients want, without actually digging into their needs and pain points. The result? Messaging that misses the mark entirely. Understanding your audience is crucial—what keeps them up at night? What solutions are they looking for?

Let’s say you’re a service provider offering IT support for small businesses. Instead of just saying "We offer IT solutions," your messaging could be more customer-focused: "Say goodbye to tech headaches with fast, reliable support designed for small business owners." This positions you as the partner who makes their lives easier.

How Big Brands Get It Right—and How You Can, Too

Big brands like Coca-Cola, Apple, and Nike excel at positioning and messaging because they understand the emotional connection they need to build with their customers. Nike doesn’t just sell shoes; they sell inspiration. Their messaging isn’t about the technical features of their sneakers, it’s about helping you feel like an athlete, pushing past your limits.

In the same way, small businesses in Botswana—whether you’re a consultant, service provider, or e-commerce business—can tap into these principles. The secret is in understanding your customers’ pain points, crafting a unique position that sets you apart, and using messaging that resonates with your audience on a deeper level.

Let us Help You Nail Your Positioning and Messaging

Positioning and messaging are not optional—they are essential to your Go-To-Market strategy. Without them, you’re just another business in a crowded marketplace. But when you get them right, you create a brand that not only stands out but sticks in the minds of your clients.

At Sesowa Business Growth Advisors, we specialize in helping businesses like yours develop effective Go-To-Market strategies that include clear, compelling positioning and messaging. Our GTM Strategy Development service is designed to help you:

• Define a unique and powerful position in the market
• Craft messaging that connects with your target clients
• Implement practical strategies to attract and retain more customers

Don’t let unclear positioning and poor messaging hold you back. Reach out to us today to build a winning strategy that will elevate your business, increase your visibility, and grow your revenue.

Don’t leave your business’s success to chance. With the right positioning and messaging, you can turn potential clients into loyal customers. Let’s make it happen—together.

Contact us today!

Oooh snap! I almost forgot!?If you read up to this point, you deserve a free gift.

If you are interested in improving your positioning and messaging strategies, click here https://sesowa-business.ck.page/23942244cb and we will send you a download link to a free fillable pdf copy of our positioning and messaging templates. We use these templates everyday with clients to help them improve and focus their positioning and messaging.

?