Positioning and Branding for a Small Business

“Here are some branding guidelines for small businesses with limited resources.”

• Find a compelling performance advantage.

• Focus on building one or two strong brands based on one or two key associations.

• Encourage trial, (engage customers), in any way possible.

• Develop a digital strategy to make the brand “bigger and better.”

• Create buzz and a loyal brand community.

• Employ a well-integrated set of brand elements.

• Leverage secondary associations, (people, places, and things).

• Creatively conduct marketing research.

(Kotler & Keller, 2016. A Framework For Marketing Management)