Sunday, July 8

What Makes A Business A Brand

I recently spoke at a Vocus users conference in Baltimore ... it was a small business boot camp where I covered topics from my latest book about small business marketing.  During the conference, the great folks at Vocus interviewed me about how small businesses can do their own marketing.  DIY Marketing, as they called it.

One of the key tenants of my interview is how a small business, or really any business, can become a brand.  The critical difference is the emotional connection with the customer.  As soon as the customer starts thinking of your business beyond just its functional benefits, then you have the making of a brand.  The deeper the emotional bond, the better the brand and the brand experience.

You can read the full interview here - which is all about turning a business into a brand.  Vocus also conducted an interview on the same day with five marketing "experts" and I am honored to be among them here!

Would love to hear what you think ... what's your experience?  Jim.

Jim Joseph
President, Cohn & Wolfe North America
Author, The Experience Effect series
Professor, NYU


  1. Hi Jim,

    I recently had the privilege of tuning in to your Vocus session. You gave some really terrific information in the Small Business boot camp and I wanted to thank you.

    As a budding entrepreneur, I’m soon to launch an online handbag company and I thought I’d take a stab at the "old school" exercises you presented in the forum. I know nothing about this stuff, so your feedback would be greatly appreciated.



    solSak- a classic, specialty handbag customized to carry pumps, flats, or flip-flops

    For: The ever commuting professional woman

    Who: Is trying to strike a balance between being fashionable and functional

    Brand is: To preserve your fabulous feet without compromising your sense of style

    That: Offers relief and convenience by allowing you to carry an extra pair of flats inconspicuously

    Because: Image is everything, but comfort supreme

    So That: Whether in pumps or flats, you can make it through the day always putting your best foot forward

    Tagline: Offering you an inconspicuous pocket of convenience one handbag at a time

  2. Our shop has many kinds of buy cheap brand handbags , if you like this ,contact us , we service for you online every hour!