Branding: Important for Small Businesses Not Just Major Companies
Posted on Oct 23, 2009 by Valerie Touchstone
As a PR and marketing professional, everything I do for clients revolves around branding. Ensuring consistency of visual branding and message in all of a client’s tools – from Web and Internet presence to print ads, billboards, displays and collateral material to more intangible items such as the customer experience online, on the phone or in person – is something we work diligently with clients to achieve.
I find that many small business owners are challenged to first realize the importance of defining and establishing an authentic brand and secondly effectively implementing branding across the board. In my experience, I think the reasons for lack of branding with small business include:
- being too focused on tasks such as placing an ad in the paper or developing a web presence
- not understanding the core importance of establishing a brand and sticking to it
- not understanding what a brand really is – i.e., it’s not just a logo!
- thinking that branding is expensive and/or only the domain of big companies
Branding is the same for companies large and small – the scale is just different. Understanding that branding is, at a core level, what you want people to think of first when they think of your business or product…and then ensuring that everything works in sync to reinforce the defined brand. Logo, colors, packaging, messaging, wording, web presence, customer interactions online, staff attire, staff approach/interactions with customers, consistency of the customer experience, inside and outside signage, accessibility, in-store experiences – EVERYTHING needs to work in tandem for maximum effectiveness.
Authentic, consistent branding establishes a mental and even emotional connection with customers – I would as far as to state all of the elements that go into a brand are the very foundation of repeat business and positive word of mouth advertising. On that basis alone, every business, regardless of size, needs to establish their brand and look at the ways it can be implemented consistently.
In the second part of this blog, I will discuss examples of small business branding and success stories! Watch for part two soon…
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