Here's Why Family Businesses Need Branding

  • First Bank
  • 05/13/2024

Written by Kimberly Eddleston, Schulze Distinguished Professor of Entrepreneurship

Originally published on, November 7, 2023; updated on November 15, 2023

The article, “Here’s Why Family Businesses Need Branding,” written by Kimberly Eddleston, Schulze Distinguished Professor of Entrepreneurship, D'Amore-McKim School of Business Northeastern University, and originally published on, shares that the brand of a family business is more than a logo and marketing elements, but instead it’s the organization’s reputation. The author also outlines important considerations when building an aspirational brand for the future.