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- vote
The majority of business owners could be headed for disaster this year. Small business does best when it acts like small business. It does poorly when it blindly attempts to copy big business.
The results of an Ipsos-Reid poll in March, 2008, should scare you. It found "a majority (59%) of small to medium-sized business owners have identified branding as a top priority."
If that poll found 59% of large businesses were making branding their priority I would rest easier. Because that is the only way big business can strengthen their market position.
Branding is too costly for small businesses. Small businesses have a far better business building tool; relationships. That's the chemistry that makes them attractive to customers.
The best way for small business to sustain or grow is by building stronger relationships with their customers. Relationships are built on individual connection, personal service and adaptability. In small business the owner or chief executive is close enough to the front lines to allow for this individuality. Big business is so keen on branding because it is harder to build relationships with customers, when the chief executive is light years away from the front lines. View full story...
The results of an Ipsos-Reid poll in March, 2008, should scare you. It found "a majority (59%) of small to medium-sized business owners have identified branding as a top priority."
If that poll found 59% of large businesses were making branding their priority I would rest easier. Because that is the only way big business can strengthen their market position.
Branding is too costly for small businesses. Small businesses have a far better business building tool; relationships. That's the chemistry that makes them attractive to customers.
The best way for small business to sustain or grow is by building stronger relationships with their customers. Relationships are built on individual connection, personal service and adaptability. In small business the owner or chief executive is close enough to the front lines to allow for this individuality. Big business is so keen on branding because it is harder to build relationships with customers, when the chief executive is light years away from the front lines. View full story...
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Comments
No offense to the submitter, but whoever wrote this obviously doesn't even know what branding means (I hope it wasn't you, cowbell). I'll vote for it as an example of why you shouldn't pay attention to many of the "marketing wizards" out there.
What exactly do you mean by this?
It's because branding is the identity of your firm. It's what people think of when they think of your company. It's not just your logo or your tagline. When you think if McDonald's (good or bad), you think of more than just Ronald McDonald.
Therefore, if you invest in relations, and you become known as an honest or friendly person/company, you've just improved your brand. You can't "forget branding" without forgetting to build relations, too.
This may seem like just semantics, but it makes a big difference. It's important to always keep in mind than anything you do either improves or takes away from your brand.