Dr. Alan Grossnickle
Positioning and Branding for a Small Business
“Here are some branding guidelines for small businesses with limited resources.”
Find a compelling performance advantage.
Focus on building one or two strong brands based on one or two key associations.
Encourage trial, (engage customers), in any way possible.
Develop a digital strategy to make the brand “bigger and better.”
Create buzz and a loyal brand community.
Employ a well-integrated set of brand elements.
Leverage secondary associations, (people, places, and things).
Creatively conduct marketing research.
(Kotler & Keller, 2016. A Framework For Marketing Management)