• 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)



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