Building a Small Business Brand
Great brands don’t have to be big brands. In fact, one of my favorite examples of a great brand is a small, privately-held design and innovation consultancy (Bulldog Drummond.) Another is a 12-unit, $40 million fast casual restaurant chain (Tender Greens). Another is a small non-profit (Keep A Breast Foundation.) Each of these brands stands out among its peers because of its strong mission and culture and executional excellence — and each enjoys the esteem of many and a deep emotional connection with its target.
I wrote What Great Brands Do for companies of all sizes and organizations of all types. The brand-building principles in it are as relevant to small businesses and start-ups as they are to multi-national corporations. If you’re an entrepreneur, small business owner, or sole proprietor, check out these resources for perspectives on how to build a great brand:
- Strength In Business podcast — Krisz Rokk and her team at Strength In Business help entrepreneurs and small businesses perform at their highest level. In her interview with me about What Great Brands Do, she asked me to select three of the principles in my book that were most important for start-ups and small businesses.
- Small Business Trends review — Patrice Cokley wrote a review of What Great Brands Do with small businesses in mind.
- The Small Business Advocate interview — Jim Blasingame, creator and host of The Small Business Advocate Show, the world’s only weekday radio talk show dedicated to small business, had me on his show to talk about what small businesses can learn about brand-building from the great brands.