Branding for Small Businesses

As a business owner one of your top priorities is how your company is perceived to your prospective clients.  Careful crafting of your brand matters, no matter how big or small your business is.   You could have the most innovative service or product, but you need to make potential clients aware of it before you can turn it into a success.  Unfortunately marketing your business isn’t as easy as just placing your logo and a sales message on a postcard or flyer and mailing it to prospective clients.  Marketing is about branding your business so potential clients have an idea of what your business is about, what it may be like to work with you, and how you are different from your competitors.

Simple Works How is your business different from your competitors?  What makes your services or products unique and original?  What aspect of your business is the most attractive to the client?  These are just a few of the questions that should be addressed by your brand.  It should be conveyed in a smooth, easily understood, uncluttered way that is tailored to you audience.  Simple and direct.

Give Your Words a Voice Often times communicating with your prospective clients is done through a series of direct mail pieces, emails, newsletters, or your very own website.  Creating a unified “voice” that can deliver your message in addition to producing an overall image for your company will set you apart from competitors and take your communications from passive to active.  Aligning your message and brand across all channels such as print, website, blog, and social networking will further strengthen your voice.

Consistency is Key Sometimes a small tweak in your overall image is necessary to get a buzz going.  Changing a font here, a color there, or a new image to represent your brand could all help in highlighting your business in new, exciting, and different ways to the same audience, or help in attracting a completely new one.  Once you have identified which tweak or series of tweaks generates the biggest response stick with it and modify all your communications and client accessed websites to reflect that voice, message, and image.  Committing to the change once it is made is the most crucial step.  You may not get the desired results immediately, but scrapping all the work you’ve put in will only be a waste of your time and money, as well as confuse potential clients.

Building your brand can be a labor of love.  If you put in the work and let your individuality pour into your business and let it shine through your communication pieces this will truly set you apart from your competitors.  Your current and potential clients will see your products and services as genuine and attainable.  Branding is all about perceptions, so build the perception you want them to have!