Modern small businesses face major challenges. Due to tough market conditions and increasing competition, managers are mostly focused on creating new competitive products, improving quality, finding sales markets, and the financial side, while issues such as establishing an emotional connection with consumers, taking care of their impressions, distinguishing the product in the market with other striking features in addition to quality and functional factors, and creating a story around the product that will captivate and interest consumers remain out of focus.
Marketers and brand specialists have long been in agreement about the crucial role of the emotional component in sales and the necessity of brand building, which involves establishing an emotional connection with the consumer and emotionally conveying the company's main message to the consumer, with whom the consumer can identify.
Since small businesses often lack both material and human or intellectual resources, they believe that the formation of a brand and branding components is possible only with the intervention of professionals, which is an expensive luxury. My goal was to show them that all this is possible with their own intellectual or modest financial resources at the expense of creativity, and I created a seminar that combines the topics of neuromarketing and sales with branding elements. Here, the participant is introduced to various psychological or marketing tools that contribute to the formation of a brand, increasing company awareness and thus stimulating sales, arousing emotional feelings in the consumer and creating a positive image of the company.
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