Before Marketing Business, Have a Story to Tell

NEW YORK (TheStreet) -- Before a small-business owner can effectively market their company, they must be able to differentiate themselves from the competition -- especially if they are selling common, commoditized items or services.

"The best marketing really needs to start by understanding not the thing you make or the service you provide, but how your product fits with clients and customers," says Art Saxby, founder of Chief Outsiders. The company places chief marketing officers into growth and midsize companies that can't afford to hire a full-time marketing executive. They typically stay for six to 12 months to help implement a strategy.

"How can you differentiate your company, your service, versus other people that make similar things? That may be in how you deliver it or maybe how you do your billing, or maybe you're the easiest company to deal with or you have the fastest turnaround," Saxby says. "Positioning a company is done more by understanding how you deliver your product or service to your customer differently than everyone else."

Saxby has worked in marketing and strategy at Frito-Lay, owned by PepsiCo (PEP) , Kelloggs (K) , Coca-Cola (KO) , H-P's (HPQ) Compaq Computers and Imperial Sugar (IPSU) .

At Imperial Sugar, Saxby notes that the company had to find a way to differentiate itself from other sugar suppliers, since "our sucrose crystals are the same as everyone else's."

The answer: by becoming the best in the supply chain, "the best at getting the product delivered to the customer when they want it, how they want it ... through information exchange, information systems and on-time delivery," Saxby says. "Once we became the best supplier to deal with, we didn't have to fight the price battle as often."

For another example of a company determining its story, he pointed to Coca-Cola, although the means was a notorious marketing blunder that seemed to revealed how little Coca-Cola understood itself: the 1985 rollout of New Coke, which resulted in a consumer outcry and the quick return of the original formula, now branded as "Classic Coke."

If you liked this article you might like

The 10 Best Jobs in America for 2016

20 Best Colleges for Campus Food

10 Consumer Stocks With the Highest Earnings Growth Last Quarter

5 Stocks Dumped by Hedge Funds Last Quarter

15 Most Lucrative Jobs in the Tech Industry