I read this article on Yahoo! News with interest today. Not only because it discusses organic foods and the growth of the market (and subsequent demand by grocers, including Wal-Mart, for organic products), but also because of the branding issues it presents.
Visit the link and as you read about two-thirds of the way down, note the comments about how various companies are attacking the issue of introducing their own organic brands. Some, such as Kraft, are introducing entire new lines under new brand names. Unilever's Ragu, however, and several other companies, are able to introduce organic products without the problems others face about credibility and trust by consumers.
What sort of lessons can this teach the small- or home-based business owner? No, it doesn't mean you have to "go green"...it does, however, mean that whenever you are considering offering a new product or service you should deeply consider how it flows into your current business efforts. If you are established in the industry of providing educational toys to schools and parents, would it be prudent for you to start carrying R-rated movies for sale on your website? On the flip side, if you are known for selling guns and knives, would the toy market really be that open to you?
Granted these are, perhaps, extreme examples, but they serve my point. It makes sense for a bookkeeper to begin partnering with a tax-law attorney; does it make sense for him to offer referrals for an up-and-coming DUI attorney? A massage therapist and a beautician provide services that go hand in hand, and they can both benefit from sharing a clientele or creating special "favored customer" packages. The local pizza parlor would be much better off creating a "dinner and a movie" experience with the town cinema.
Think about how your current clients view your services and your reputation with them. Consider deeply how prospective clients or consumers will think of your brand and your products, especially before you launch new items. Many issues can affect your brand...don't let yourself get stuck in Frito-Lay's situation if you'd rather be a Ragu!
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