A brand's message should be clear and concise.
While big corporations can spend millions on prime-time TV commercials or viral marketing campaigns, many small business owners don't have the appropriate marketing budget to do that kind of advertising. The lifeblood of these Canadian small business owners is often a strong referral strategy.
For Canadian small business owners looking to improve their referral strategy and drive more sales, a recent article from the Globe and Mail suggests that they work on their brand and value proposition.
The key, says the Globe and Mail, is understanding the customers' needs and wants. This will allow business owners to develop a clear and consistent marketing message that conveys what a brand is all about to the consumer. The emphasis should be on clarity, not on complexity, says the site.
For businesses still trying to establish their brand, a separate article from the Globe and Mail recommends trying to be unique. Different practices work for different businesses, said the source.
