Monday, August 6

From Big to Small



I've been doing a few conferences and webinars lately, talking about how small businesses can replicate the branding efforts of the big corporations to advance their own success.  There are many lessons to be learned from big brand theory that can easily be applied to virtually any business.  It's just a matter of recognizing it and putting it into small business action.  Any business can be a brand, and in fact thinking like a brand should bring you more business!

Last week I was a guest contributor on the Entrepreneur Magazine blog, talking about this very topic.  They asked me to distill my thinking down to three core areas ... no small feat.   But when forced, I was able to identify from my perspective the three things that I would focus on if I wanted to beef up my small business marketing:
- Target your customer
- Find your emotional benefit
- Create a consistent experience

You can read about those three things here!  If you are a small business owner, I hope that it helps you to think differently in some small ways.

What's your experience?  Jim.

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

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