An interesting brand strategy to me has always been putting the owner’s persona front and center. Make them the face and voice of the brand. Everything we read today speaks to the relationships we build with customers. Make ’em smile when they see you coming. Volunteering for local charities. Networking. A good number of small business professionals I come into contact with invest a lot of face-time in their markets. These efforts make their names synonymous with their brands. In the greater world, think of Richard Branson, Steve Jobs and Bill Gates. As you read each name, no one had to tell you the company behind each. Attaching the visionary to your brand image extends the effort you put out to a greater effect. Relationships extend to your marketing and sales, benefiting from your notoriety in the marketplace.
Humility often gets in the way of this strategy. It may seem like boasting, but if you identify yourself as a product for the greater good of the brand, then the benefit becomes obvious. By coupling the two you would also benefit from the fact that your marketplace won’t view the brand and the very public owner as two separate entities. As it stands, the public owner is seen as the pillar of the company. If they were to die tonight, most would view the brand as vulnerable. Viewed as a spokesperson on the other hand, the company has brand cache of it’s own. It carries on in the spirit of the spokesperson, i.e.: Walt Disney. Of course this strategy takes some nurturing, but at the very least it can be argued that cohesiveness of efforts bears more fruit than separate strategies for a common goal.
Hi Ed,
Interesting! That’s what I can say to this post you have here. There are a lot of branding strategy that a business owner or entrepreneur can use but exposing themselves for their business seems to be effective. Gaining customers trust through building a relationship with them sounds good and making the customers secure and calm through direct conversation seems to be a good market strategy. Thanks for sharing this helpful information.
Richard Branson, Steve Jobs and Bill Gates ?
I really love this guys. Their life experiences and achievements are very impressive. You need a strategy for sure to develop a business 🙂
without vision and a good plan not going so far.
Great Article. Something we as a small business try to do all the time. Which is why we are shifting our market from the private sector to the public sector.
Thanks I’ll be suing some things I figured out from the post.
Brand Strategy is the best marketing technique. Perfect example is as you quote, Steve jobs with Apple.
I love these words from your post: “if you identify yourself as a product for the greater good of the brand, then the benefit becomes obvious.” Priceless advice!
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These are all great tips. It’s always tough to get focused in on what you want to represent or to target a specific niche. The face time aspect does help a lot; people do like to know there is a person behind that business and that there is a personal connection rather than someone just out to take their money.
-Nikki
Great post. We see lots of small businesses getting tied up in the details of “branding” when they should really be focusing on sales, marketing, customer service, product development, etc.
ItĂ‚Â doesn’tĂ‚Â matter what your brand stands for, what your website looks like, or “if all the colors match” – if you don’t have any customers
Thanks
for these great tips. If you don’t have any customers then its very
tough to generate sales and conversions of your business. Its
necessary to make people know about your brand/ services.
It is really a great article.Tnx for these useful tips.I think it will help me in my work field.thanks again.
Great post! Brand is not only the rudder for every action and decision we make for our company, but it literally molds the entire architecture for our social media marketing campaign. We must have a consistent and cohesive brand strategy to be successful in our campaign.