This Day On The Street
Continue to site
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here

Better Branding

Steve Woodruff, founder and principal consultant of Impactiviti , a consultancy that provides branding, identity and market strategy services to businesses, defines branding as the expression, projection and experience of the organizational identity and its promised value.

Sound too lofty for a small business?

Just look at some major success stories that started modestly, including Apple (AAPL - Get Report), which grew to revolutionize the way people listen to music, and Fuze, a small soda company that was just sold to Coke (KO - Get Report).

Debbie Millman, president of design for Sterling Brands , an independently owned branding consultancy that works with Unilever (UN), Campbell Soup (CPB), Nestle, GlaxoSmithKline (GSK) and others, reveals that many of the major branding successes in the past five years have in fact come from the underdogs because of their scrappy, nonhierarchical nature.

"There's not as much decision-making by committee in a small business ," says Millman, asserting that small businesses tend to speed to the market with a focus on product instead of getting bogged down with red tape and risk assessment. Larger companies often have to use think tanks to keep up and stay focused.

Woodruff gets excited over "No Wimpy Wines," the Sonoma, Calif.-based Ravenswood wines tagline, with a red crossed-out circle symbol to match. "While the elitist might consider this approach just a tad plebian, for the vast majority of wine buyers who are looking for a good quality, hearty wine, this is great branding," says Woodruff.

Ravenswood's strong presence in stores proves that small business doesn't have to mean small presence.

Simplicity Sells

For a small business to get noticed, the key, says Woodruff, is to keep it simple and direct.

This straightforward concept proves a challenge for many small-business owners who are often emotionally attached to their work. They will often try to get the whole package out there in one fell swoop, which can cloud an otherwise potent image.

1 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Only $9.95
14-Days Free
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
SYM TRADE IT LAST %CHG
AAPL $130.28 0.00%
KO $40.89 0.00%
FB $81.53 0.00%
GOOG $565.06 0.00%
TSLA $218.42 0.00%

Markets

DOW 18,080.14 +21.45 0.12%
S&P 500 2,117.69 +4.76 0.23%
NASDAQ 5,092.0850 +36.0220 0.71%

Partners Compare Online Brokers

Free Reports

Top Rated Stocks Top Rated Funds Top Rated ETFs