Lief Larson | Aug 30, 2011 | Comments: 0
Tom Pick wrote a wonderful post? titled Why Personal Branding Matters to Big Companies.? It got me to thinking about how personal branding can transcend the size of any organization and act as a foundational tenet for any customer relationship, but has special importance for small businesses.
While there is little doubt that large corporate brands are the sum of many individual brands, it can be argued that personal branding carries more weight in SMBs. Why? Because often the personalities, unique personal selling skills, and attention to one-to-one relationships is the only competitive differentiator smaller businesses have.
When given the choice between a large or small organization, the customer may be more likely to approach the smaller business if they believe they will receive a high-touch buying experience.? The magic of personal branding in the small business is that it usually implies a faster and higher level of intimacy than what a customer typically gets when approaching a larger business.
Small business personal brands come with personality. David Puddy, the notoriously hyper confident auto repair guy from the television show Seinfeld comes to mind. Whether you need an opinion or estimate, Puddy was ready to engage in an intimate commercial encounter. You could get your car fixed anywhere, but with Puddy?s Auto Repair you get ? well ? Puddy!
Large companies can be intimidating; there are so many people that you just don?t know who the right person to talk with is.? In the small business there is David Puddy. There?s one person to talk to (David) and one person who will be calling you back (David).? In David I feel as though ?I?ve got a guy.?
Small business personal brands matter to customers because when you ?need a guy? it?s the person who picks up the phone. The personality and intimate commercial encounters foster trust and repeat business.? Large enterprises can make themselves more approachable by making it easier to search for and ?find? the right person online. But it?s the handshake, smile, and even a high-five of a strong personal brand that set the small business apart.
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Filed Under: Branding
Source: http://www.business2community.com/branding/why-personal-branding-matters-to-small-business-053722
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