What does your company mean or stand for ? when I ask this question – I don’t mean to you, I mean what does it mean to your current and future or potential customers.

The process of branding means that the spotlight is turned on us as the provider of the product or service whether we are a small or home business. There is a reason why consumers pay multiples of the base cost for water to buy certain brands of water, in terms of beverages consider Coke or Cola and the situation where an individual goes into a bar and asks for a Coke, the bar person replies ‘we only have pepsi and in nine times out of ten the customer nods their head and says ok.

The customer uses Coke as a generic term for any Cola drink. This can be used in contrast to when one goes to the corner store to purchase bread or milk both of which are considered and known as commodity purchases. When building the brand of our companies we must aim to be known as the ‘Coke’ of our industries. When we operate with this mindset this will ensure that the tactics which we work towards daily are based around building our brand to be the best in class in our market category.

Unfortunately the majority of small businesses and home businesses fail to work on this particular component of their business and marketing strategy – hope you find this useful. For more information on business and business strategies visit :- http://www.businessmansencyclopaedia.com/

Stephen C Campbell

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