Building a brand with innovative baby steps
SME entrepreneurs need to build personal and business brands simultaneously Guest Blog by Raj K. Pathak Creating right form of awareness among the target customer base often becomes challenging. For small businesses this is considered as a major challenge for their business growth. I came across a small business entrepreneur from a small town of India, who is into the business of body care products like soaps, hand washes, shampoos etc. His vision for business expansion was very limited. He was sure that his products will face tough heat from well-established products from some of India’s leading FMCG companies. His only argument was that his products cannot pull new customers because he has no budgets for expensive advertising and marketing. This is a common perception that most small business brands face. What most brands do wrong is that they refuse to invest time and energy in actually creating a brand identity that goes beyond logos and taglines. Brand...