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Establishing customer trust is the key to great small business branding

July 19, 2019

Michael Rogers learns about small business branding and identity building when he talks with Cam Gnass, owner of brand positioning firm Traction in Lansing.

“Trust is built through consistency,” says Gnass. Over 24 years, he and his team have helped hundreds of businesses with branding and identity campaigns. “Good branding is the collective story being told through all of these nuances, where somebody has a chance to engage with a business. Small businesses need to take every little opportunity to continue to build on those touches. All of those things are so critical that every little chance that a business does get to reach a customer, [it] needs to be a collective experience so that it continues to fill this vessel of memory and recall about what a company is really offering.”

The Small Business Association of Michigan’s weekly podcast presents a dynamic audio interview from a top-notch expert on entrepreneurial success. Hear great tips and advice on how to be a more effective small business owner. Get a new episode every week by subscribing via iTunes. (

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