3. Branding Guidelines
Unlike major brands that have more resources at their disposal, small
businesses usually don’t have the luxury to make mistakes and must design
and implement marketing programs much more carefully.
Therefore proper strategies should be used for branding and positioning.
4. Branding Guidelines
Creatively conduct low-cost marketing research
Focus on building one or two strong brands based on one or two key
associations
Employ a well-integrated set of brand elements
Create buzz and a loyal brand community
Leverage as many secondary associations as possible
5. Low-cost marketing research
Research is required to help small businesses connect with costumers and
study competitors
This can be done by setting up course projects at local colleges and
universities to access the expertise of both students and professors
Entrepreneur cell at different colleges motivate student to do start-up so
attending these summit will help a lot
6. Focus on one or two brands
Points-of-difference is important for small brands.
They should rely on their main brands and should continuously work out
innovating newer things under that brand.
7. Focus on key assotiations
Their key associations is also a point-of-difference.
These associations must be consistently reinforced across he marketing
program and over time.
8. Employ well-integrated set of brand
elements
Distinctive, well-integrated set of brand elements should be developed that
can enhance both brand awareness and brand image
9. Employ well-integrated set of brand
elements
Brand
element
Memor
able
Meanin
gful
Innovati
ve
packagi
ng
Proper
name
10. Create buzz and a loyal brand
community
Small business rely on word of mouth to establish their positioning. This is
done by public relations, social networking and low-cost promotions and
sponsorships.
11. Leverage secondary associations
Secondary associations that can be any persons, places, or things with
potentially relevant associations- are often a cost-effective, shortcut
means to build brand equity, especially those that help to signal quality or
credibility.
12. Revision : Branding Guidelines
Creatively conduct low-cost marketing research
Focus on building one or two strong brands based on one or two key
associations
Employ a well-integrated set of brand elements
Create buzz and a loyal brand community
Leverage as many secondary associations as possible
