Is remaining anonymous in business a good idea?
September 9, 2008 by ShannonCherry
Filed under Business
Yesterday, I taught a class about social media marketing for startup businesses.
An
d one of my points really got a startnge reaction by some in the audience.
I said that when you are competing with thousands of others in the same marketplace, you need to differentiate yourself. And the ONLY real way to do it is present yourself as a unique expert.
Well, a few people disagreed. They felt in order to build a brand, it’s best to let the brand speak for itself.
Here’s the problem with this. With thousands of choices, consumers will only buy from people they know, like and trust. One women pointed out that Coca-Cola didn’t need a ‘expert’ person. So I countered that Coca-Cola spends millions on ad campaigns and on ‘expert’ spokespeople to promote their brand.
Most small businesses don’t have millions to spend on branding. That’s why YOU, as the small business owner, need to be the brand.
There are times when anonymity is required, in my opinion. But when you are trying to sell something and make people want to believe in what you are selling, you really must be as personable as possible and that would mean coming out of the shadows and being “personal”.
Your last sentence for me summed it up – “Most small businesses don’t have millions to spend on branding. That’s why YOU, as the small business owner, need to be the brand.”
Great advice!