Big Business Branding On A Small Business Budget
Super-profitable, low-cost branding strategies for small businesses.
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- • Learn how branding works even on a limited budget
- • Understand branding’s link to USP, positioning, and your message
- • Get a step-by-step approach grounded in your business plan
- • Discover how to test and ask customers about branding impact
الوصف
Big Business Branding On A Small Business Budget offers practical guidance on branding for small business owners who can’t afford the big budgets used by large companies. The book is presented as an information session and focuses on how branding connects to a business’s unique selling proposition, positioning, and offer—especially in online marketing. Through conversation with Lee Schissler of CarillionUSA.com, readers learn what branding includes beyond logos, how to research and define a brand using a business plan, and how to measure whether branding is working. It also covers costs, consistency across online and offline, the role of color and design choices, and why branding can’t replace the quality of the offer and the copy that sells.
معاينة
Welcome to the Brand Building Information Session. Today we are
very lucky to be talking to Lee Schissler of CarillionUSA.com. Lee is
the managing director of Carillion USA, which, as a matter of interest,
Carillion rhymes with million, and it’s a fighter in the Star Wars action
series. So, I’ll let you take it away, Lee. I’d first like to start out by
saying thanks very much for taking the time to talk to us today.
Lee:
Sure, Terry. I’m glad to do it.
Terry:
Maybe you can start off by telling us what is Carillion USA and where
did the name come from?
Lee:
Actually, Carillion means four bells or the bell tower. You see them at
churches or on college campuses. The four bells stand for the four Ps
of the marketing mix. That was the origin of the name.
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