Brand…does not it sound huge…an immensely powerful term. We link it with big companies, widespread and popular products, great turnover and glory. Such is our perception. Partly true but not confined to this only. Market is filled up with big as well as small businesses and to some extent they all tend to make them as much popular, they all need branding themselves.
Leaving aside the big ones’ here our focus is small businesses.
What are they?
How can they be specified? We can range small businesses from individual shops, restaurants etc. to the business houses running effectively but not having much expansion. We can range them in terms of monetary status also. There is one more specification; often small businesses don’t understand the need of branding. Outrageous it is! But unlike big brands they pay less attention towards their positioning and brand identity…don’t they think it comes automatically? This misconception is palpable in their limited growth.
Thinking about branding for small businesses we come across several issues. First of all, it is hard to get time for marketing while facing other priorities with limited resources and manpower. Until you realize that sales are not growing to the levels that you want, you are faced with declining sales.
Small businesses face severe problem related to investments, hiring employees who can help them grow or talents to compete with larger businesses, direct consequence of this is overthrown or lagging.
Keeping customers forever with is another problem as numerous options are already available and increasing day by day. The lack of a system that sustains a continuous flow of business is a cause.
Defining target market does not seem a problem but it is, especially for small firms. To find and then to keep profitable customers with you becomes essential if you have to sustain. Big houses can bear with loss but tiny players cannot…
They don’t go for building a good social network. Their labor chooses and relies on conventional methods.
Brand building for small businesses is fundamentally different from big business in volume and margin. Considering all constraints and building a strategy accordingly is an extensive task. Their branding starts with convincing not customers but themselves only. Most important is to generate the confidence that they can not only survive but do well. Authenticity of their products is imperative but not a game changer.
They ought to use every kind of marketing starting from pamphlet distribution, posters tapestry to the use of social media. Extraordinary possibilities of web promotions and social networks surely help them to establish and understand the business. Primarily their target audience is not so wide and they have chances to be more specific and must choose and appease profitable customers. A continuous flow of information and reviews is a tangible action for wealth generation.
Every small business must develop a promotion mechanism that can be managed and fine tuned time to time.
Last but not the least is an ever present difference, small business houses cannot pull back the chair and rest once they achieved something…with every accomplishment competition soars. Their internal priorities do not change soon. For time management and saving the money they must take help of a trustable branding agency.
Like most small businesses you will be faced with other priorities from all aspects of operating a business and will struggle to find the time to do any marketing at all. That is until you realise that sales are not growing to the levels that you want or worst you are faced with declining sales.
Every small business must develop a marketing engine or process that can be managed and fine-tuned with a planned effort of a couple of hours per week.