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Sep
30
Can Changing Your Brand Make You Successful in the SMB Market?
September 30, 2007 | Anita Campbell
Can changing your brand be all it takes to make your company successful in the SMB or small business market?
Nestor Arellano writes an interesting article at IT Business about the topic of changing your brand to appeal to a different market. He notes, “Some key reasons for brand change include: a change in ownership, repositioning or introduction of a new offering, weakness of an existing brand or pursuit of a different market.”
I think he makes some great points and I agree with 90% of them.
However, it takes more than a brand change alone to be successful going after the small business market. As I pointed out in my last article, it requires an entire business model focused on SMBs if you truly want to be successful.
Changing your brand can be one tactic to help appeal to SMBs and convey what your company is about and why/how you serve small businesses. But before you get to that point, your company must first have:
- a product and/or service offering that is right for SMBs
- an infrastructure and organization set up to cost effectively sell to and service SMBs
- a compelling selling proposition that appeals to SMBs
Simply changing the brand name alone won’t do it.
Comments
3 Comments so far
Good point. You can always change the outward appearance but it is the substance of your product that is most important.
A brand change can be like a breath of fresh air for a company that is experiencing little growth. But I do agree that there are other factors that determine it’s success. But with the right marketing, a targeted audience and focus on the issues pointed out at the end of this post - it can be a success and salvage a dying company.
I think the right marketing is always what can make or break a company.