Custom Search

 

Why Large Companies Will Pay Millions To Create Something That Comes Naturally To A Small Business
By Noel Peebles

You might not think of a large company as being a one-person business ... yet that is precisely what many are and what many more want to be.

Microsoft, perhaps the most successful global company, is synonymous with one person - Bill Gates. Think of fried chicken and you think of one person - Colonel Sanders!

Then there's Ronald McDonald, Jim's Mowing, Mrs Fields Original Cookies - the list goes on. Each one uses a unique, identifiable character as its "front person."

 

When you think about it, a small business has a huge natural advantage. The owner can be the personality in his or her own business. They can become the Colonel Sanders of their own business.

Fact is; most of us prefer to deal with companies that have personality (or a personality), rather than the cold clinical impersonal approach often associated with larger companies.

To overcome this problem, big companies spend millions of $$$ in creating the kind of friendly, personal, caring image normally associated with small business.

Yet, surprisingly, a lot of small businesses hide behind what comes naturally. Many fear that customers won't buy if their small business is seen for what it is ... a small, personal and in some cases, one-person business.

When you think about it, a small business has a huge natural advantage. The owner can be the personality in his or her own business. They can become the Colonel Sanders of their own business.

Alternatively, there's nothing to stop a small business doing what the big companies do. Any small business can have a designer create a unique character for them. The business could have its very own Ronald McDonald or Colonel Sanders type character .... and it needn't cost an arm and a leg to create.

One of the first businesses I ever owned was a shop selling handicrafts. To "front" the business, I created a craftsman-like character who resembled Gepetto from Pinocchio fame. I called him Andy Kraft (a play on the wording handicraft). Andy featured on the shop frontage, on my letterhead and in all my advertising. Although I employed staff, the business was perceived as being a one-person business operated by this wise, old, craftsman character called Andy Kraft.

A few years later I started an up-market gift store and called it Austin Gray. I thought the name sounded more "posh" than my real name. Although I wasn't in the store very often, whenever I was, people would call me Austin.

Both these stores were successful operations and each had it's own unique personality (character) to front the business. It worked! And, I have Andy and Austin to thank for my success in those businesses.

Related Articles:

Entrepreneurial Traits that Drive Sales
Frequently overlooked and hidden deep within our marketing tool box is the ultimate marketing vehicle for your business you! Many small business owners are so busy figuring out how to increase sales and revenue they forget to grow themselves as business owners.

Branding Concepts
"Branding" is the often subliminal process by which a business employs marketing strategies to get people to easily remember their products and services over a competitors' ... essentially, it's applied psychology. 

 
Noel Peebles, Market Leaders Limited.

Get Your 100% FREE mini-course "17 Powerful Secrets That Have Made Business Owners Into Millionaires." 100% FREE! http://www.marketleadersltd.com

[EntrepreneurismBible.com home]


Website Developed and Hosted By:
International Cyber Business Services, Inc.
Developers of holisticonline.com, 1stHolistic.com, GrandmasRemedies.com and SpecialGifts.com
Copyright ?1996-2008, ICBS, Inc. All Rights Reserved.replica louis vuitton