How To Build Your Brand on a Small Budget – Click here to see video clip
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In one of our classes, we discussed the importance of “Product vs. Brand.” Companies aim to have consumers refer to their product by the brand rather than the actual product itself. Kleenex is a successive example as we frequently use the term “Kleenex” instead of facial tissue. In this clip, Steve Abrams, Co-Founder of Mill Street Brewery, shares tips on how small businesses can build on their brand. Abrams suggests taking it slowly so consumers can familiarize themselves with the brand. A good start would be radio ads or trade shows. He advises not to start big with billboards and commercials. The key is legwork and this will be a continuous step throughout the brand building.
Abrams’s advice is very practical. People seem to postulate that if they plaster their brand all over the market, it would be widely known. Paradoxically, when this is done, it’s actually difficult for consumers to suddenly adjust to the new brand. Marketing slowly provides more time for consumers to be aware of the brand. Legwork is also definitely important. Research should be conducted continuously because market situations change habitually. It’s useful to recognize your competitors and the current needs and wants, so you can market accordingly.
Source:
The Globe and Mail: How to build your brand on a small budget
(Video)