Since moving to Asheville, NC I’ve had to refocus my business. There are only a handful of large companies here; mostly mid-size and small. These latter two classes are not waking up in the morning thinking about brand strategy.
Most small business owners think they are the brand strategy. That is, as the owner, they believe they know everything there is to know about their business. And those savvy enough to think otherwise believe they need to find out the answers on their own, not outsource it. Understanding what motivates consumers to buy from you is just part of an owner’s day job. First they have pay the refrigerator repair man. But managing a business around consumer care-abouts is mission critical. And that’s what brand planners do. The reality is business hardware, inventory, and tools always come before strategy.
In brand planning we call this “the problem.”
So what’s a body to do when a SMB owner incants “I am the brand strategy?” How do we move strategy up the needs ladder?
It’s some real chicken and egg shit. All thoughts welcome.