Marketing podcast with Sarah Petty (Click to play or right click and “Save As” to download – Subscribe now via iTunes

The term boutique is often associated with fashion or beauty related businesses, but it’s a concept that can apply to any business. Case in point is this week’s guest on the Duct Tape Marketing Podcast, Sarah Petty, who by her own designation, owns and operates a “boutique” photography business called Sarah Petty Photography.

Her belief in the boutique way led her to launch a separate business, The Joy of Marketing, to teach other small business owners how to create a boutique brand.

In some ways it’s easy think about a boutique business as just another way to brand, but it’s much deeper in some ways. It’s a strategic decision that starts with a specific product and service mix and includes a very alert filter for every business, hiring, and communications message.

A boutique business is often built on creative brand flourishes, premium pricing and over the top customer service.

Petty offers a free eBook titled The Boutique Experience, a business model not a gift shop. This is a great read for any business concerned with building a stronger brand.

I also conducted a video interview with Petty for the COLOURLovers blog.