I wish I had a dollar for every time I’ve heard a business owner say something like, “We don’t care about branding and brand image and all that stuff, we just want to sell products.”
Well, actually I do have a dollar. Because some of these people eventually hired me to create branding programs for them and they were so glad they did.
But I understand the thinking—I really do. When many small business owners think about branding, they are thinking of something that, to their mind, is expensive, impractical, unnecessary, and wasteful.
In other words, to them,
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branding suffers from a poor brand image
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