5 Small Business Branding Basics

small business brandingWhen branding a small business certain areas need to be evaluated: Will the brand developed provide differentiation from competitors? Will it have relevance and deliver? Will it remain current or need changed to meet the needs of customers?

Branding starts with the initial declaration of who you are as a company through your promise to your customers. It identifies what they can expect from your company in terms of products or services by differentiating you from your competitors. Simply, your brand is who are, who you want the marketplace to believe you are and most importantly who they perceive you are.  Where and how do you start?

5 Small Business Branding Basics

1. Define Your Brand. Develop a persona of who your customer is, their wants, needs and desires and how your product or service solves their problem.

2. Develop a Brand Strategy. Create a strategic plan on the different ways you will communicate your promise to your customers. What forms of advertising will you be using to attract and engage new customers?

3. Create a Strong Corporate Identity. Your corporate identity is the visual representation of your company. Your name, logo, tagline, corporate brochure, website, etc.

4. Be Consistent. Design your marketing materials so they easily identify your company. This consistency will lead to strong brand equity through sparking an emotional response and perceived quality.

5. Stay True to Your Brand.Delivery what you promise. This includes your employees interactions with your customers. A gum cracking receptionist or cashier chatting with friends on phone probably will not reflect a positive image to customers.

Have you stayed true to your brand?  Examples of those that have not?

photo credit DB King