Marketing the family connection

A family business gives the impression of stability, quality service and high integrity. But choosing to use it as a marketing tool depends entirely on the type of business and its target market.

How much of the family connection needs to go into the marketing of a family business? The argument in favour goes like this: a good corporate reputation is essential for success. The idea of ‘family’ suggests stability, which translates into quality service and high integrity. The result: trust and loyalty among customers and a better reputation.

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