In the story of David and Goliath, be David: How to Amazon-proof your business

Whether we like it or not, over the last two decades, Amazon has infiltrated countless industries. But when companies complain about Amazon creeping into an industry and disrupting it, it is likely because companies have gotten complacent and have stopped innovating. 

The mighty disruptor?

Amazon’s strength lies in its ability to innovate. No matter the industry, product, or service, there is always room to improve- that’s the American way. Few companies have leveraged the demand for faster, easier, smarter solutions quite like Amazon has. They’re not the disruptors; they’re innovators that focus on industries that have historically lacked forward progress. 

Amazon has become so integral in our everyday life that companies have no choice but to do business with them. To not have your product available on their marketplace makes no sense in 2021. For businesses big and small, going up against Amazon feels like a fruitless endeavor – a David and Goliath scenario.

But remember, it was David and his slingshot that won the day.

Your weaponry

So how exactly does a David compete with a Goliath like Amazon? Strong brand identity, online presence, and key differentiators are the slingshots that take down Goliaths. 

An easy way to think about brand identity is to imagine your business as a person- who are they? What do they believe in? What is their mission? When you create a persona for your brand that is aligned with the same values as your target audience, consumers become connected on a deeper level thereby reinforcing brand loyalty. 

Now more than ever, online presence is critical to getting in front of consumers. If you’re an organization that’s just starting to think, “do I need a website?” or “what should my website look like?” You’re not too late! Many companies crumbled under the weight of the pandemic, but those with a strong online presence have thrived — most notably, Amazon. Even industries that aren’t remote friendly have pivoted to online consultations, virtual workshops, and strengthening their online stores.

Key differentiators should also be a part of your arsenal of tools.  As professional marketers, the most critical question we ask our clients is “what sets you apart from your competitors?” If you can’t answer that question, how can you expect your customers to? Marketing messages resonate with consumers when they’re unique- so tell us, what sets your brand apart?

Preparing for battle

When you’re positioning yourself to grow, everything comes down to strategy. The more time you spend refining your strategy, the more time and money you’ll save in the long run. 

With some planning, innovation, and embracing what is available to us, we can be David.