Branding is important to small business success for a number of reasons. When done right, it helps you build credibility, attract customers, and promote the stability of your business. Unique brand identities can also give you an edge over the competition by making your business more memorable among consumers.
But what exactly is a brand and how can you make your brand better? Simply put, branding is a combination of the little identifiers that make your business unique. Your brand encompasses your business name, your logo design, and any symbols and terms that tell consumers who you are and what you do.
The trick to great branding is to establish a captivating business identity from the very start. Here are some tips for building a better small business brand.
1. Give your business a strong visual identity.
Logos and document design are essential if you want to make your business instantly recognizable. But it?s also important to fine-tune your brand. Use consistent color schemes and fonts on all marketing collateral. That includes everything from your business cards to your e-newlsetters.
2. Don?t complicate your message.
When branding your small business with a tagline, make your statement as short and powerful as possible. Focus on the aspects of your business that separate you from your competition, because your message should make you instantly recognizable to clients.
3. Find your voice.
Finding the right voice and personality for your brand identity will help you connect with your ideal customers. Most small businesses do better taking a down-to-earth and conversational approach to message branding, but you can?t count on it. Do your research.
4. Be consistent.
From logos and colors to fonts and messaging, it?s imperative that you maintain consistency. When business is slow, you might be tempted to fiddle with your brand by testing a new trend. However, once you?ve settled on a brand, changing things up without good reason can cause you to lose any footing you previously gained in the marketplace.
5. Brand the small stuff.
Every time you communicate with a potential customer or a current customer, it?s an opportunity to reinforce your brand. From email signatures to forum posting signatures, use your logo and tagline every time you connect with consumers.
6. Track your results.
Measuring your success is the only way you?ll know what works and what doesn?t. When you?re branding efforts are no longer driving the results you expect, it?s time to revitalize your brand. It?s up to you to decide whether that means it?s time for a complete overhaul of your business?s identity or if it?s time for a few minor tweaks to bring your message up to date.
It?s hard to put a number on the value of a great brand, but there is no denying that good branding efforts get noticed. It?s a like a promise you make with your customers, and it?s a promise they won?t soon forget. What steps are you taking to make sure your brand remains consistent across all marketing platforms?
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Public release date: 29-May-2012
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