Wholesome, Quality, Continuity

 

Have you noticed lately the ads on TV and radio highlighting not only what the company sells or the services they offer but focusing on the fact that they are a family business, and for how many years; how many generations.  This phenomenon may have started with S.C. Johnson The Family Company but I have noticed it is rapidly seeping into our local family owned business advertisements.

Why are they doing this?  Basically it is about the title of this post.  These are the words that are associated with family owned businesses.  A research study that S.C. Johnson “The Family Company” partially funded at Oregon State University revealed that these are the first words that come to mind when you here family-owned business. 

Dr. Joanne Norton from the Family Business Consulting Group came to Syracuse in February of this year and held a forum for the New York Family Business Center specifically on this topic.  The research that Justin Craig, Clay Debrell and Peter Davis of Oregon State University conducted found that family businesses have a big advantage.  Their research not only shows that businesses that promote their “familiness” positively influence customers purchasing decisions but also lets us as the consumer feel you have a connection to this business because you also have a family.  It is something you feel you can trust.  Branding your business as a family business reminds consumers that there is a family behind the business and not a faceless corporate entity.   The authors note that family businesses are ultimately the backbone of most economies throughout the world, family businesses contribute to the economic and social fabric of their communities.  Family businesses are proud of what they do and what they contribute.  They also state “It is our belief, which is supported by our findings, that they should communicate this pride to their customers because as we have shown it does produce competitive advantages.”