Small Business and Building Consumer Trust
Big businesses have it easy. Introduce a new product- no problem. Buy 30 seconds on the Super Bowl. Presto all America knows your new offering. Unfortunately, small businesses don’t have 7 million dollars to buy a half-minute of airtime. So how does a small business create a stellar brand without the big bucks? It’s not easy and America needs small businesses. Not only do small businesses drive the U.S. economy, but they also keep the American dream alive.
Let’s start our branding quest with a simple truth: good products don’t sell themselves.
Market share is based on the mind, not on just the merit of a product. You may be a small business that sells delicious cinnamon buns or great fitting chinos. Fine. You must do everything that builds brand trust. Start your brand with a clear logo that says of what your product is about. The Nike swoosh a great example. Product design and color are clearly ways to convey worth. It says to customers this is a great product at a good price. But even that may not be enough.
Get involved in the community activities that can enhance a brand. Sponsor a little league team and stick your name on the uniform. When you have the right credentials, people are more likely to believe in you. Doing good for kids, will always do good for you. Its timeless and right. You’ll know if your brand works after you sell your product because buyers can become your best sellers. Word of mouth builds trust and new customers. Customers who buy items demonstrate they are pleased with your small business.
A great example of small business that did it right is Dell. Michael Dell started his business at college in his dorm room with just $1000. He built computers for classmates and they loved his product. He built trust. He built his Dell brand. Word of mouth spread and today he’s the CEO of a multi-billion-dollar corporation.