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Small and mid-size businesses have many advantages over big companies—not the least of which is the creative talent they tend to attract. It’s no wonder then that, so often, big brands are guided to observe and learn from their more nimble counterparts in small and mid-size business (SMBs). But, despite being stereotyped as clumsy and slow on the uptake, big brands do a number of things right… many of which can benefit their smaller counterparts when it comes to brand strategy.
Ultimately, just like bigger companies, the success of SMBs requires alignment: having the right product or service in front of the right consumer at the right time, while creating brand understanding through communication messages that compel audiences to take action.
Here is the first of 7 techniques in which, more often than not, big business gets it right...
#1: TAKE THE TIME TO BE STRATEGIC All too often, smaller companies have fewer staff and scramble to complete the tasks that appear most urgent. But taking time to step back and assess what truly matters can ensure the work underway is in-line with higher objectives.
Ultimately, just like bigger companies, the success of SMBs requires alignment: having the right product or service in front of the right consumer at the right time, while creating brand understanding through communication messages that compel audiences to take action.
Here is the first of 7 techniques in which, more often than not, big business gets it right...
#1: TAKE THE TIME TO BE STRATEGIC All too often, smaller companies have fewer staff and scramble to complete the tasks that appear most urgent. But taking time to step back and assess what truly matters can ensure the work underway is in-line with higher objectives.
"Rather than flying by the seat of your pants, create a roadmap for success. Develop brand strategies that move your company in new, brand-consistent directions over time."
Regardless of how you feel about Amazon.com, you have to hand it to Jeff Bezos. His plans were clearly to disrupt the existing distribution model of books and perfect an all-new one, before leveraging his company into new categories of goods and services.It’s hard to imagine, but not all that long ago, we would have thought it strange to consider ordering anything other than books on Amazon. By June of 2012, more than 85% of Amazon’s revenue was from goods shipped other than books, and it no longer seems even remotely out of place to buy food, computer supplies, or nearly anything else from Amazon.
If for nothing else, this serves as a concrete example of developing and carrying out a clear strategy for the Amazon brand. Note that from the beginning, Bezos had a strong vision of the brand Amazon would become and intentionally gave it an aspirational name that implies the epic order of magnitude he had in mind, and which deliberately left room for the business to extend well beyond the book trade.
Many of the techniques contained in this series of posts are frequently overlooked by smaller companies. By adopting these habits and making them part of their culture, small and mid-size businesses stand to reap big rewards. Instituting a few key changes in your organization to incorporate some or all of these disciplines can help grow your brands… and have a positive impact on your bottomline! Be sure to watch for next week's post on '7 Ways to Think Like a Big Brand'.
Many of the techniques contained in this series of posts are frequently overlooked by smaller companies. By adopting these habits and making them part of their culture, small and mid-size businesses stand to reap big rewards. Instituting a few key changes in your organization to incorporate some or all of these disciplines can help grow your brands… and have a positive impact on your bottomline! Be sure to watch for next week's post on '7 Ways to Think Like a Big Brand'.
Excerpted from a recent white paper titled, "How Small and Mid-Size Consumer Companies Benefit by Thinking Like Big Brands." Request the full article here.
Moss Kardener is Chief Strategist at OnStrategy Consultants. His firm works to position companies, products and services for success, distinguish them from competitors, define engaging brand experiences, and create strategic communications to tell their stories. Reach Moss at 1 (510) 499-9697, or email him at [email protected]. © 2015, 2016 OnStrategy Consultants. Trademarks and data content belong to their respective rights holders. All Rights Reserved.
Moss Kardener is Chief Strategist at OnStrategy Consultants. His firm works to position companies, products and services for success, distinguish them from competitors, define engaging brand experiences, and create strategic communications to tell their stories. Reach Moss at 1 (510) 499-9697, or email him at [email protected]. © 2015, 2016 OnStrategy Consultants. Trademarks and data content belong to their respective rights holders. All Rights Reserved.