Family owned businesses often have a branding advantage over non-family owned businesses, according to Bray Leino’s Chief Strategic Officer Lisa Killbourn, though many may be leaving this latent potential unleveraged within their businesses.
Speaking at the Institute of Family Businesses event at Yeo Valley last week, she said that simply emphasising how many years you’ve been in business is now something of a ‘so what’ point for many consumers.
“You’ve been in business for a hundred years, so what?” she said. “To really leverage the value of your family brand, you have to go deeper.”
Consumer needs
Family brands are particularly well placed to address two of the consumer needs that we, as a communications agency, deal with on a daily basis.
The first is the need for consumers to be able to believe in a brand. This isn’t as fluffy as it sounds.
from Small business accounts http://ift.tt/1Apyu48 via check it out
from Tumblr http://ift.tt/1IQdFBT
No comments:
Post a Comment