Using Branding Effectively In Marketing To Small Business

William M. Madway

Argues that branding is even more important when marketing to small businesses. Evidence from the ACBJ/NET WORK Small Business Technology Survey (1996) outlines attitudes of small business customers.

Using Branding Effectively In Marketing To Small Business

Positioning your brand to win small business customers

William M. Madway American City Business Journals

Much of the discussion about branding focuses on the role branding plays in consumer marketing. Is branding important in the context of business-to-business marketing, more specifically in marketing goods and services to smaller businesses?

Judging by the emphasis on product specifications and pricing that is so prevalent in corporate advertising today, it would appear that building and maintaining strong brand identification is not a priority among business-to-business marketers. As a result of this marketing approach, more...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands