Successful Branding by Small Businesses: How is it done?

By Mary Brophy


Think branding is only for multi-national corporations? Think you'll never be able to successfully create a lasting image of your company? Think again! Small businesses need to focus on branding themselves too – and the fact is, whether you work on it or not, your company likely already has a public image. So why not sculpt it to truly reflect your business? Many consider a company's brand to be one of its greatest assets. How can you create a brand for your small business that will be able to live up to this notion?

Building a brand is more than simple logo development, although the image you create is an essential component. Your brand includes the values that customers associate with your company. You must therefore begin by identifying what values are important to your company, such as honesty, quality products or services, or customer satisfaction. It is not enough to simply market yourself as such – if your branding sets your company as an environmental leader, you need much more than having recycling bins available for your employees. The values that you are advertising need to be an inherent part of your company – from the boardroom to the showroom.

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A Graphic Connection

Logo creation and development is often the first step of branding your business. Know your target market. Bring examples of the competition; of things you like; of things you don't like. If you arrive prepared, your graphic designer will have a better idea of your vision.

Most small businesses don't have the luxury of being able to hold focus groups to gauge public opinion of your brand. Be creative. Ask your family, your friends, the guy at the grocery store and your kid's soccer coach! Public opinion will help guide you in the right direction, and you may be steered in a direction you'd never thought of (for example, you might not have realized that a certain color could be seen as negative to a specific audience).

Constant Consistency

Now that you have your official colors and logo, you need to go ahead and apply it everywhere you can to help create your branding image. Let's look at a landscaping company that has just created a green, earthy looking logo. Company literature should always feature the logo, use the same font, and maybe even the same eco-friendly, earthy looking brown paper. From the van to the workers' uniforms, maintaining consistency will convey a professional image. A matching website and exposure at neighborhood events will add to your branding efforts.

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Advertising Your Brand

Who is your target market? What makes your brand stand out from the competition? Thinking about these important company traits will help you brand yourself better. Consumers form opinions on brands by being repeatedly exposed to them. Focusing your efforts on a specific market will allow you to connect with them many at different times and in different mediums.

Keeping your communication fresh is important. If you begin by sending professionally produced series of email newsletters or printed postcards, start adding new modes to the mix such as phone calls or seminars. This can keep them interested longer and you are more likely to communicate in their preferred mode. At trade shows, you can rise above the crowd by offering creative promotional items and, at networking events, you can draw eyes and conversations with handbags for working women which stylishly circulates your business logo.

A Logo is Only Part of the Brand

Creating a brand involves a logo, but it also involves the company and its employees. You are most effective by giving customers and prospects a consist experience. For the landscaping company, in the example above, this could mean that whenever a customer interacts with a worker, they are friendly, upbeat, and positive. It can also mean whenever employees call, the client is greeted in the same friendly way. The goal is that whenever in the presence of your company, they feel positive and predictable feelings.

Branding is more than a one-shot attempt at creating a look. Rather, it is a constant effort in maintaining the values and image your customer has come to expect. No matter what the size of your business, branding yourself is an important part of growing your company, maintaining customers, and attracting future clients.

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