Pragmatic Branding: Big images for any size of business

By Mary Brophy


All businesses, great and small, start with an idea. From huge multinational conglomerates to your neighborhood pastry shop, somebody thought "Hey, This could actually work!" Unfortunately, an idea is not enough to start a business. From investment to management know-how, there are thousands of ways a business can find success – or failure. One thing nearly all companies have in common is that they need to be aware of how the public perceives them.

This public perception can be swayed, directed, nourished, and influenced by your branding strategy. And your branding strategy can be used to help your business thrive by creating a professional image and growing with it.

Small Business, Big Image

It's easy to think of branding as something only large organizations need to worry about. The truth is quite to the contrary – small businesses can make great use of branding. In fact, small businesses need to focus on creating and managing their image just as much as large corporations. Creating a professional image doesn't need to be complicated, it doesn't need to cost a fortune, and you don't need to own an about-to-go-public company. No matter what the size of your company, creating a professional image will instill customer confidence in you. Would you buy a service from a website that didn't appear to be professional? The answer is probably no.

So, how can you create a professional image for your small company? How can you be pragmatic in your branding strategy, if, for example, you can't afford to host focus groups or sponsor community events? You can be resourceful, both budget-wise and from a creativity standpoint, when you define your brand.

pages12

Start off small, by developing a logo and slogan for your business that succinctly represents what you offer. The look and feel of your visual representation should reflect the qualities you want the public to associate with your organization. Does your company appeal to a young, party-going market segment? Choose bold, bright colors and funky message. Trying to attract established business? Sticking with corporate colors and a to-the-point message will help.

Creating a big image isn't just about the graphics you choose. It's also about showing the public what makes your business stand out from the competition. Think of slogans such as "The name you can trust," or "Your #1 Source." Right away, these slogans convey a sense of expertise, loyalty, and trust. To make your business stand out from the others, take the time to really brainstorm what you offer, and create a slogan that reflects this. (A marketing tip: Create a really compelling and useful combination by balancing the logo and tag line - make one emotionally appealing and the other more descriptive of your product or service.)

Maintain continuity as you carry your theme into your web site, decor and signage as well as in the new savvy marketing tools of an internet video commercial and webinar slide presentation. A smart new trend  is handbags for working women which stylishly feature their business logo. All are innovative and effective ways of growing your brand image.

Act The Part

So you've got the logo, you've got the slogan – what next? To develop a brand, you need to follow through with good practices so your customer's experience is aligned with your brand. From ensuring that work is done to the customer's expectations every time, to making sure your employees maintain your standards, you will brand the company from the inside out.

Remember, all companies start small. Creating a brand now means you will evolve with it as you grow. As your company changes, your brand will adapt, but today's core elements, such as commitments to product quality or customer satisfaction, should remain the same.

pages12