Because it has largely been invented by large commercial corporations, brand strategy is often perceived as a luxury only rich organisations can afford.
This perception is reinforced by the fact that small companies who happen to build strong brands often do it without a clearly defined stategy. Like Monsieur Jourdain in ‘Le Bourgeois Gentilhomme’ they happen to practice branding without even being aware of it.
As always, there are two ways of looking at it. You could, indeed, conclude that a brand strategy exercise is an overrated luxury reserved for overpaid corporate marketers with a PowerPoint addiction.
But there is another way of looking at it, and it implies looking at those small businesses nobody is talking about…for a reason.
Of course some small businesses are succeeding without a well articulated brand strategy. But when you look at them, it is generally the result of either genius or chance.
The thing is, self confident though you are, it is always safer to assume you may not be a genius, after all. As it is safer not to rely on luck alone, unless you establish your business in the Nevada desert.
Remains the option of having a structured and disciplined approach to building your brand.
And as, a strong brand is a means to generate efficiencies by being more noticeable and generating a deeper bond with your customers, it is a great way for a small business to compensate for their lack of funds.
As of the cost of building a brand strategy for a small business…let’s talk about it privately.
But it doesn’t take a genius to figure out…