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Why Small Businesses Can’t Wear Their Brand Like A Beach Towel
Colas and beers get wrapped up in their brand. Small businesses build relationships by what they’ve got going under their beach towel.
When I first started marketing online, I heard a lot about branding. Most of it didn’t make sense. One coach even sneered, “Brand? Schmand.”
A lot of training materials focused on big-name consumer products — sportswear, beer, detergent, and cola drinks. Even today, clients tell me they frequently get advised to study and learn from the big-name brands.
If you’re a small service-based business, and you’re having trouble branding, it’s probably because you’re trying to do it like the big guys.
That’s like being a petite female who’s just getting into weight training, who gets advised to follow the training program of a competition-level male bodybuilder.
You’ll quickly realize, “This is not for me.”
If you’re lucky, you’ll lose the image of the big-muscle bodybuilder. You’ll find your own style of weight training.
Let’s take the name of the leading cola company. It usually comes in bright red cans. I don’t have to risk any copyright violations to say the name because…
