The Importance of Properly Branding Your Small Business
When you are getting started as a small business owner, there are a lot of things to consider, the obvious being location, service and product offerings, layout and interior design, staffing, hours, and much more. So often, branding your business is one of the last things you think of until you are about to open doors and take clients.
Make branding a top priority in your business set up.
Branding, however, should be one of your top priorities from the beginning. Branding is your identity to the client. It says who you are and what you are about. It tells your story through words and imagery. If you get your brand wrong, your main way of communicating with potential clients can be in jeopardy. And who needs that?! It’s hard enough to start a new business. It not only takes desire, but also a lot of courage, strength, commitment and perseverance.
Envisioning and communicating a clear brand.
Take a moment right now and envision how you want to be perceived by your existing and potential clients. What key words come to mind? Do they say you are an expert in your industry, that you are reliable, that you put the client first? Remember, you can’t be all things to everyone. Focus in on three aspects that are the most important for you to communicate to your target market. Keeping your brand concise will make your brand more recognizable to your target client. Now, take a look at your brand, if you already have one. Does it say these things? If not, you should take another look. Communicating a confusing message to the consumer about who you are and what you do will hurt your business.
What do you need to get started with your brand?
Here are the basics: a logo, website, printed materials such as business cards, services brochure, and an exterior business sign. All of these should have the same look and feel of your brand. After these are completed, you can move onto social media, email marketing, print advertising, and other printed materials to promote your business. But remember, one day at a time. Dip your feet slowly into the pool of branding, just in case you want to tweak your brand as time goes by. Sometimes, less is more. You don’t want to overwhelm your target market, however you want to create a presence that they will remember.
How do you get your brand out there to the consumer?
Put your logo everywhere. Keep it the same color, logo, design so your identity will be remembered.
Create and communicate your tag line on every piece of marketing materials you have.
Integrate your brand and communication strategy into every aspect of your business. From how you answer your phone, send an email to a client, greet your client, and even to your internal communications, communicate a consistent message.
Deliver your brand promise. If you say you offer something, stick to it. If you can’t stick to your brand identity and promise, clients will lose trust and potentially move on.
Get some help.
You may be a creative person in your industry but that may not easily translate into a great brand strategy. If you are unsure about how to translate your chosen business name into a clear brand identity and strategy, it is worth your efforts to invest some of your start up funds into getting professional help. Remember, you have one chance to make a good first impression. Doing it right the first time could win you loyal clients faster.
Resources
Check out the following articles on branding your company for additional tips and tricks.
Image courtesy of Stuart Miles at FreeDigitalPhotos.net
