The Biz of Pacelinebiz

Turning things on end to achieve results!

Building Your Brand For Success

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Your brand

Many of us who work in the small business sector never give much thought about our brand.  We assume that type of thing is for the large companies with advertising budgets and advertising agencies on retainer.  That is not correct.  We need to focus on how we present ourselves, especially now that even the smallest company can be actively involved in media through Facebook, Twitter and blogs such as this one. 

The small company should always be thinking about their brand.  What does it stand for and how do you maintain or increase its value?  Don’t think in terms of a sophisticated Madison Avenue ad campaign costing millions of dollars, think of it in terms of your favorite local shop that has been around for generations serving their customers. Is it a bakery, restaurant, auto repair shop or something else?  What makes them so successful?  I watch the television program Diners, Drive Ins and Dives on the Food Network regularly and enjoy the food that is showcased but I also consciously look for what makes them successful.  In the years I have been watching, I cannot ever remember them interviewing the marketing department to discuss the catchy ad they ran to attract and maintain business. 

Generally what makes the company successful are the following attributes:

  • A high quality product, also applies to a service
  • Consistency of the product/service (McDonald’s rates this very high throughout its franchise)
  • Creativity
  • Developing a niche
  • Passion for their product
  • Extreme customer focus
  • Good QPR – quality/price ratio (Bang for the buck but not necessarily “cheap”)

When I look at the list above I don’t think there is anything on it that can’t be achieved by any business.  Nothing on it requires a huge capital investment or other barrier that would preclude a small business from meeting all the attributes.  A small business that achieves the items on the list above will have a great brand.  Another thing for the small business to keep in mind is that you are injecting yourself into all of those in one way or another.  YOU are the brand.   Assess yourself honestly by asking; “Am I doing anything that is destroying my brand?”  If you are, cease and desist, you are only hurting yourself. 

Let’s take this week and focus on maximizing our brand value by knocking the socks off of our customers.  If you are lacking any of the attributes above, work on it until you can say you do them all well.  Have a great week.


Written by pacelinebiz

April 25, 2011 at 5:00 pm

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