Develop a Brand Strategy

The strength of a national franchise or chain is that it has a Brand Strategy to define its unique identity in the marketplace. National chains can and do spend vast amounts to develop and manage and market their Brand Strategy with Logos, Advertising, Sales Promotion and a Web Site.

The average consumer may have no way of knowing that a small or locally owned business offers a better product or service but because of national advertising or previous experience has a good idea of what to expect from a franchise or chain. That's why it often comes down to a “devil we know" situation when choosing with whom to do business. The customer chooses the devil he or she knows which often turns out to be a national franchise or chain, not the small or locally owned business.

How can Small Business compete? Start by considering Advertising, Sales Promotion and Web Site Development as investments and keys to developing a comprehensive Brand Strategy. It’s not only important that small business deliver a superior product or service but that it also look the part. Winning business plans begin with a well developed Brand Strategy.