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A good brand is a system of interrelated parts all working together. Sound technical? It might sound complicated but it is true that in order to create a brand that consumers will remember, you have to think about it as a whole system. Â Larger organizations use management theories like Six Sigma, Total Quality Management (TQM), Blue Ocean Strategy and so forth to develop a methodical way to manage and operate their organizations. As a small business owner, we can learn from larger companies and how they operate. They may use fancy terms and concepts to achieve systematic operations, but at the end of the day, small businesses have the same desire to run efficient, innovative operations as our larger counterparts. Â How can we do this?
After researching many management styles, one that caught my attention was explained by Charles Koch, in the Science of Success (2007), Market-Based Management. Learning from Koch who is the CEO of Koch Industries and is considered by Forbes as "the world's largest private company", creating a learning environment so that everyone is challenged and wants to drive the vision can be obtained by putting the right strategies in place. Koch states that allowing people to pursue their own interest within an organization is the best and only sustainable way to promote prosperity and progress.  Koch's method demonstrates how creating an innovative atmosphere can only come from promoting ones ideas and self-interest.  For smaller companies, that means we have to create internal processes that inspire our employees in order to achieve future growth.
In fact, according to LaCosta Lolly, President of LLS International Consulting, Inc. (LLSIC) a strategic planner who works with primarily small businesses, microenterprises may have an advantage over larger firms.  She states, "Even when businesses have one or two employees, it's important that they begin developing an internal brand from the beginning". She explains further that, "small businesses actually have more flexibility so they are able to implement change faster than larger companies and they are capable of putting strategies in place from the initial concept rather than having to transform an 'old way of thinking' like some legacy organizations". Upon interviewing many strategic planners over the years, I've learned that if an internal branding strategy is based on encouraging new ideas, the business will foster competence and knowledge transfer and actually have a better chance at creating successful, profitable brands over time.
Continuing to seek answers for small business owners is a long-time passion. I've been interested in learning how entrepreneurs can take the same concepts as successful managers and companies and implement them into their own branding strategies. Entrepreneurs can begin enforcing what we've learned about creating passionate, innovative environments from this short action list that can be applied immediately:
Envision the future of your company - it's important that small 'mom and pop' type companies think larger than they are or they will never be able to grow beyond where they are today
Develop an appreciation for systems thinking - everything that works together people, ideas, new concepts, etc.. are successful through a systematic approach
Start thinking of an internal branding strategy - take an assessment to determine where you are and then envision what that must look like from the inside out
Build a trusting environment - without trust implementation cannot take place; you can start by allowing employees to establish their preferences so they are in the role that is most passionate to them
Think of your business as a franchise - if you don't develop a systematic approach for each process, when it is time to delegate the business cannot operate without the original owner
Create values, goals and objectives - even olympic gold medalist cannot win a gold medal without standing for something, having specific objectives and goals to meet and then improving them one-by-one
Become a continuous improvement champion - start with innovative strategies like value innovation and constantly testing and measuring what works best and what doesn't; if you are not capturing every detail - you will not be able to identify your weakest links
This is a short list but a strategic one. It captures some of the most important factors identified by some of the world's leading businesses and managers. If you ask, what is the single most important function of a small business owner in order to be successful?  I would say, it is being a leader and having the vision to grow your company. You must be able to create a systematic approach to operating your business. You must be able to define roles and selectively place the 'right people' where they want to be and you must be able to create an innovative environment where everyone involved wants to see you reach the top.Â
As we continue to learn from the leaders and giants in business management, we can focus on these initial seven steps. If you haven't had the time to work on your business and you want to augment your brand, I'm offering you the opportunity to start by employing these notions of value innovation, of a learning organization and most importantly of creating positive brand equity that is lasting overtime.
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