There’s a lot of time and energy wasted by small businesses on the whole concept of brand building So much of this noise can be traced back to the explosion of Social Media and if the truth be told, that’s all most of it is, noise.
To be honest branding any kind of service business has always been a challenge and is best suited to products. The exception to this is when a service business reaches a size and scope that no longer qualifies it as a small business. The primary factor is that most small businesses have difficulty defining what business they’re actually in and any attempt to develop a brand is a lesson in futility.
Think about how you react to certain businesses. There are many large organizations whereby you don’t have a personal relationship with anyone, yet you have come to trust their products or services because they have consistently lived up to or exceeded your expectation and you’re more likely to try a new offering from them. Contrast that now with a small business. Typically, you’ve met the owner and/or received a referral from someone who has. The distance from the top of the organization to you, is very short. It’s a personal relationship, their reputation. Continue reading