The purpose of branding is to influence what your customer thinks of your business. It’s how businesses stand apart from each other, and used wisely – it’s how some businesses dominate a crowded marketplace.

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Written by HeatherStone
2700 days ago

Amelia,

Though I know the traditional wisdom is that small businesses worried less about branding before the coming of the Internet, but I think the practice of branding has been with small business far longer than the Internet even if it might rarely have been called this. I can recall one local entrepreneur who never advertised in the local papers always relying on word of mouth to market a small family restaurant he operated for years with a couple of family members. The restaurant itself had been created as an outlet for another family product. Though in this small community many similar products existed, the family name brand won out and the restaurant became such a local landmark that the same papers who had never been paid to advertise it, ran front page stories when the restaurant closed after decades of overwhelming success. I'd argue that this kind of local branding has been the secret to small business success for years and goes far beyond a clever blog and effective social marketing. We must always focus on what we do and the impression it makes upon our customers. That's the key to branding and to eventual success.



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Share your small business tips with the community!
Share your small business tips with the community!
Share your small business tips with the community!