Its Not About Size: Bigger Brands for Smaller Businesses

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The keys to brand success are self-definition, transparency, authenticity and accountability. You earn reputation by trying to do hard things well. As a consequence, their brands acquire no texture, no character and no public trust. Likability is number one. We also need to believe they are honest, and have our best interests at heart.


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In , good SEO is a result of being remarkable on the web. We must continue to innovate every day. Just remember, fans are vanity and sales are sanity. And with these quotes- and all the how-to resources on our blog- you can start transforming your business and your marketing right now. What do you think?


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Which of these quotes jumped out at you? Leave us a comment and let us know what you think! It can be easy for a small business owner to want to drive every business decision by their initial concept and do what they think is right to get their product or service in the hands of the customers. The hospitality industry has always been known for adapting to shifts in consumer behavior and responding to their wants and requests. In recent years, the hospitality industry has put a large focus on technology, from free WiFi to digital check-in and check out, due to the demands of the consumer.

Small businesses of every kind should have this same mentality. By analyzing big brands and learning from their successes and failures, your small business or startup venture can create a roadmap that will help your business reach new heights in no time.

Solopreneur Marketing: How To Grow Your Small Business

In the business world, startups and smaller companies often look at the success stories and failures of big brands in an effort to learn from them to help take their own business to the next level. Below are five things big brands can learn from startups and small businesses , or by looking back at their own past. As big brands continue to scale and grow, all too often their main focus falls on getting results and making stakeholders happy.

When this happens, employee satisfaction and company culture suffer. One of the most important investments any business can make is in its employees. For big brands, it can be easy to get caught up in day-to-day operations and forget the passion that existed in the infancy stages of the company.

Through years of operational changes, turnover, stress, and pleasing investors, many large businesses lose their connection to the original story they wanted to tell. Out of necessity, startups and small businesses take risks in order to move the company to the next level. As businesses grow, however, there is much more at stake, making larger businesses more risk averse than they were in their early years. When a business graduates from a small business to a large business, it can be easy to grow stagnant. Processes get set up, and everybody starts abiding by the rules of the organization.

Big businesses may forget to work on their business while continuing to grow their business. Evolving the business includes taking risks. Our first major success was getting the first 4, pounds out of Ecuador two years ago. Since we pioneered our own supply chain, we were not sure whether or not it would hold up.

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Furthermore, our founder, Shane, was a student at Mercer University in Macon, Georgia, so he did not have an ample amount of experience with import and export. However, the coffee arrived safely, birthing Z Beans Coffee. Our customers are drawn to our business by our strong social mission. We are committed to creating opportunities for underserved communities in Ecuador and in the States. We are creating a market for the hard-working farmers in Ecuador and doing our part to create job opportunities for homeless individuals in our community of Macon, Georgia. At some point, your brand concept and what your company actually does on a regular basis will collide.

And the two things should be in sync with each other. Draw on your successes, learn from your failures, and be transparent with your customers to build up a powerful brand. Angelino Abad. His hard work is evident in every single cup. If the previous exercise was about the past, this next one is about the future. The basics tenets of your brand can remain the same over a long period of time.

Imagine that your company makes front-page news five years from now.

Get to know customers and build relationships

Ask yourself what the story is about. A charitable cause that your company aligned with? A product or service that broke new ground in your industry? Raising millions of dollars of venture capital? The answer can give a clue about what you consider central to your brand identity. By thinking about the future now, you can also prevent brand failures and having to rebrand down the line. For more branding inspiration, here are additional branding exercises to try and questions to ask about your company.

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This might sound intimidating, but a brand positioning statement is actually quite easy to put together. Your brand positioning statement should mention the product or service that you provide, your target customer, and the benefit you provide over competitors. You should also briefly mention how your product or service delivers the benefit. You can package all of this into a one- or two-sentence brand positioning statement, like this:. This statement is just two sentences but conveys a lot of information about the Scribesmith brand. The brand is quirky, bold, and authentic and helps clients improve their bottom line through good copy.

Your brand positioning statement will help you focus your messaging as you create your brand assets. But for now, it helps to think of the brand positioning statement as your north star. All of your advertising , marketing, and promotional efforts should align with and support your statement.

You have to refine and adapt your brand as your company grows and as you face new challenges and opportunities. But the most difficult part in your branding journey is over. The next part—compiling all your brand assets or brand collateral—is easier to do and you can outsource much of the work to experts. That said, making sure the your brand is well-represented and that all your brand assets are consistent with each other takes some planning.

Can Digital Marketing be Used By Small Businesses?

This will be the focus of part 2 in this series on small business branding made simple. Give us a call.

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Type below and hit Enter To search. Want the best small business strategies delivered straight to your inbox? About Latest Posts. Priyanka Prakash is a senior staff writer at Fundera, specializing in small business finance, credit, law, and insurance.


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