Branding the Family Business
Posted by Kevin Logterman on Wed, Aug 25, 2010 @ 10:04 AM
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Downturns in the economy have proven to be terrific times for companies to distance themselves from the competition. Whether it’s the purchase of a car or a multi-million dollar machine, purchasing decisions are made in a much more deliberate way. Mistakes can’t be made and value must be a certainty.
Companies that can differentiate and provide a more compelling value come out of an economic downturn with much greater momentum and market share. Examples of companies emerging from economic downturns include the likes of GE, Microsoft, Disney and HP. They created a compelling value and, despite tough economic times, grew to be industry leaders.
While most companies cut back and/or become conservative in their marketing, a small few see it as the best opportunity to gain market share by creating a compelling image and value that sets them apart from the others.
What do you think of when you hear or see the word family? Stability, Integrity, Longevity. Well, SC Johnson has been reminding all of us, especially lately, that they’re a family business. What a great brand builder for a business that’s already done a pretty good job already.
Perhaps now is a great time to market your family business in a way to conjures images of stability, longevity and integrity. Wouldn’t you agree it’s what your customers are looking for as they make their purchasing decisions.
Please share some of the ways you and your family business have leveraged the qualities of a family business to your customers and marketplace.