It’s so tempting to position your small business as bland, so you don’t offend anyone and you appeal to all customers.

But trying to appeal to all customers is a mistake, because people won’t know what your business stands for.

Instead, you need to make a point of injecting colour and personality into your brand. Yes, you’ll repel some customers, but you’ll attract others.

That’s why I was so pleased when a business owner friend of mine told me he had decided to change his marketing and “embrace his weirdness”.

He knew that while his weirdness would turn off some customers, it would prove really attractive to other customers who identified with that weirdness and couldn’t find it anywhere else.

No matter how normal your business is, it would have at least a little bit of weirdness. Embrace it.