small business & trust

 

BACKGROUND 

Small business owners are the backbone of the U.S. economy. They represent the vast majority of the number of businesses, employ greater than 50% of the workforce and have created 65% of net new jobs. The “average” SBO is male, caucasian and over the age of 50.

PROBLEM

The challenge was to develop a breakthrough brand architecture in a highly competitive industry that is transactional in nature - all in the face of cultural forces shaping the makeup of small businesses in the future. 

HOW WE DELIVERED
KNOWLEDGE AND BUILT CONFIDENCE

Making decisions based on the “average” small business owner was flawed and lead many in the industry to apply misguided marketing strategy. Stones Insight examined the profile and nature of the small business owner and the cultural and social forces that are shaping small business ownership in the future. This holistic examination led to insights around the way that small business plan and make decisions, their autonomy and how they build trust.

result

Stones Insight’s client was awarded approval to proceed with a rebranding strategy that will be markedly different in this industry.