"In the blue ocean, competition is irrelevant because the rules of the game are waiting to be set. The best way to beat the competition is to stop trying to beat the competition."

 - W. Chan Kim and Renée Mauborgne, Blue Ocean Strategy

At Raise Your Media we have been in business for over seven years. I know firsthand how tough it can be to stand out in a crowded market. My business partner Marcus and I are constantly researching, reading, and experimenting to be on top of our marketing and sales game. Several years ago we discovered a strategy that can help us create a unique market position and stop worrying about the competition - The Blue Ocean Strategy, introduced by W. Chan Kim and Renée Mauborgne in their innovative book of the same title. I was blown away while reading. So many amazing strategies, revolutionary thoughts and insights! It's not just a bunch of theories – it's a real game-changer that can help your small business thrive in a crowded market. In fact, I use the advice from it every single day to help my own business succeed, and it's made all the difference. So if you're looking for a way to stand out and make your competitors irrelevant, trust me – the Blue Ocean Strategy is the way to go. Let's make waves together and take your business to new heights!

The idea behind the Blue Ocean Strategy is to stop swimming in the crowded "red oceans" and instead focus on creating new, untapped market spaces ("blue oceans") where there's little to no competition. According to Kim and Mauborgne, "Blue oceans represent untapped market space, the creation of additional demand, and the opportunity for highly profitable growth." By embracing this approach, small businesses can carve out a unique market position and thrive.

But here's the thing: developing a Blue Ocean Strategy is only half the battle. To truly set yourself apart, you need to invest in branding and marketing that's tailored to your business. Here's how:

Develop a strong brand identity:

"A company can outperform rivals only if it can establish a difference that it can preserve. It must deliver greater value to customers or create comparable value at a lower cost, or do both."

Building a strong brand identity can be overwhelming, but it doesn't have to be! First, think about what makes your business unique and special. What sets you apart from your competitors? For example, maybe you run a small family-owned restaurant that prides itself on serving locally-sourced, organic ingredients. Your brand identity could reflect this by using warm, welcoming colors and imagery that showcases your commitment to quality and sustainability. By staying true to your values and highlighting what makes your business special, you can build a strong and memorable brand identity that resonates with your customers.

Craft targeted messaging:

"To create blue oceans, you need to focus on the big picture and not get stuck in the red ocean of existing demand. The aim should be to create new demand and make the competition irrelevant."

Crafting targeted messaging is all about understanding your customers' needs and tailoring your message to resonate with them. Start by putting yourself in your customers' shoes. What do they care about? What problems do they need solving? For instance, if you run a small yoga studio that specializes in classes for beginners, your messaging could focus on the benefits of yoga for stress relief and improving flexibility. Use language that speaks directly to your customers and helps them see the value in what you have to offer. By making your messaging customer-centric and relatable, you can build trust and establish a loyal following.

Leverage digital channels:

"Value innovation requires companies to orient the whole system toward achieving a leap in value for both buyers and themselves." 

While these days, it's so important to have a strong online presence. But with so many digital channels to choose from, it can be hard to know where to start. Begin by thinking about where your customers spend their time online. Are they active on social media? Do they use search engines to find products or services like yours? For example, if you run a small online store that specializes in handmade jewelry, you could use Instagram and Pinterest to showcase your products and build a following, while using search engine marketing to target customers who are actively searching for jewelry online. By tailoring your digital strategy to your customers' behavior, you can maximize your online visibility and reach new, happy customers.

Prioritize customer experience:

"Value innovation is the cornerstone of blue ocean strategy. We call it value innovation because instead of focusing on beating the competition, you focus on making the competition irrelevant by creating a leap in value for buyers and your company."

If you own a small business, prioritizing the experience you provide to your customers is crucial for building a strong and loyal customer base. Start by thinking about the little things you can do to make your customers feel valued and appreciated. For example, if you run a small pet grooming business, you could offer personalized recommendations based on each pet's unique needs, or send follow-up emails to check in on how each pet is doing after their grooming session. By going above and beyond to provide exceptional customer service and create a positive experience for your customers, you can build a reputation for being a business that truly cares.

In conclusion, the Blue Ocean Strategy is a powerful tool for creating a unique market position, and any small businesses can leverage it by investing in branding and marketing. By developing a strong brand identity, crafting targeted messaging, leveraging digital channels, and prioritizing customer experience, your small businesses can stand out in the market and succeed. 

If you need any help along the way, we’re here for you! Book a free marketing consultation with us and let's chat about how we can make your business shine.