Family Matters
a talent management blog focused on the family business
by Kevin Logterman

Leveraging Family-Owned: The Time Is Right

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Welch’s: Family Farmer Owned and S.C. Johnson: A Family Company: Two recently seen examples of companies marketing themselves as family businesses.

Is it a coincidence that Welch’s and S.C. Johnson are reminding the marketplace that they’re family owned?  What comes to mind when you see or hear of a family business?  Have the economic conditions of the past few years put a premium on businesses that can show continuity, reliability and stability?

While these (2) businesses are focused on consumers, wouldn’t it make sense for any family-owned business (Industrial, Business Services, Technology) to market themselves as family-owned, to promote the positive qualities of longevity, stability and family?  Regardless of what you make or sell, businesses that can market themselves around these qualities have a leg up on their competition.

Perhaps it’s time for many family businesses to remind their customers, suppliers and the rest of the world that they and their family have been through difficult times before, survived and even flourished to become the companies they are today.  I’d buy from a company like that, regardless of whether I’m buying grape juice, air freshener or printed circuit boards.