Small companies are the least likely to talk about brand strategy. That’s because, for the most part, they don’t have people “dedicated” to marketing. They can’t afford them. So marketing falls to the founders and owners. In such cases, marketing becomes tactical: Make the phone ring. Get leads. Generate floor traffic. Build a website so Google can find us.
In each of these scenarios, small companies often turn to outside content creators. Designers. Coders. Writers. Media companies. But what do they tell these outside agents? They certainly don’t provide them with brand strategy — a boil down of customer care-abouts and brand good-ats. A brand strategy boil down is a specialized piece of work; work smaller companies would be smart to invest in. When tactical work is given to outside content creators, it has the benefit of governance and focus.
Small companies can save thousands of dollars and scores of hours with a simple investment in brand strategy.