The lack of funds, time and human resources are a pain for small business owners. This is the exact reason why small businesses will need to invest in developing a well-thought out plan to target their marketing efforts on where they’re needed the most.
As a business owner, you cannot control how customers think or feel about your company, but you can influence their responses to your brand by designing the elements you can control. In other words, how you design the brand identity elements will influence the brand’s image held by your audience.
The three core elements that successful brands encapsulate and consistently communicate with their target consumer and other stakeholders are referred to as the Three Brand Ps; Promise, Positioning and Performance.
Brand positioning is a combination of both rational and emotional appeals. Although they’re both important elements, we see that the emotional appeal is central to most known brands today – especially for brand positioning and emotional brand loyalty.
Good stories are hard to come by. I was lucky enough to come across with this simple yet insightful story when doing a research on Relationship Marketing. The story was told by Dr Christian Grönroos, who is a pioneering academic in the subject of Relationship Marketing.