How South African small businesses can compete with big brands

COMPETING with well-known brands can feel like an uphill battle. They have bigger budgets, broader reach, and stronger brand recognition.

- JEREMY LANG

However, small businesses shouldn't be discouraged - local small and medium enterprises (SMEs), especially, have unique advantages that can set them apart from larger, more established players.

Here's how to position your small business to compete and come out on top.

Own your niche

Big brands tend to go broad. As a small business, you can go deep.

Find a focused niche that solves a specific need in a better, faster or more personalised way than your larger competitors.

That might be offering tailored products, local insights, or a level of service that corporates simply can’t match.

Instead of trying to be all things to all people, define who your ideal customer is and serve them with precision.

The narrower your niche, the stronger your value proposition becomes.

Personalise your service

One of the most powerful tools small businesses can use is their ability to build real relationships with customers.

Where big brands rely on customer relationship management (CRM) systems, small businesses can offer personal touchpoints, direct access to decision-makers and the kind of flexibility customers remember.