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We hear about small business marketing and branding all of the time. "This company has a strong brand, that company has a fuzzy brand." But do you know what a brand and branding actually is? Far too many small business people don't. Thinking that branding is something for bigger companies to worry about, these small business people tend not to worry about it.
Mistake, that.
The fact is, branding is probably more important for a small business than a big one because we have just so many rivals. In fact, 99.9% of all businesses in the United States are small businesses, and so, with that much competition, you need to stand out. And you stand out by having a distinctive brand. In fact, a strong brand does more than just set you apart -- it builds trust, establishes loyalty, and generates customers.
So, just what is a brand?
A brand is a company's name, promise, personality, and reputation all rolled into one. For example, when I say "BMW," what do you think of? Probably a beautiful, luxury German automobile. If that's true, then BMW did a good job of branding, because that is exactly what the company wanted you to think of when you heard its brand name.
Now what if I say, "Walmart"? In all likelihood, you thought, "a big place to get cheap stuff." And yep, that is what it is, and that is probably a description that might be just fine with the Walmart execs.
A brand is more than just a logo or a name; it is the way people perceive your business. It is the feeling or idea that comes to mind when customers think about your product or service. Branding encompasses everything from your visual identity (logo, colors, catchphrase) to your advertising, the customer experience, and even the values your business stands for.
Why is branding important?
You know how in politics, opposing candidates work hard to define the other side? They do that because if you think that Politician X really is "soft on crime," you will be less likely to vote for Politician X. Without a clear brand of his or her own, Politician X risks being labeled in a way he or she probably would not like.
The same is true for your business. No, your competition isn't going to spend a lot of time labeling you, but if you don't enter the market forcefully, with a clear brand, then people can think whatever they want about your business. And it very well could be wrong. Thus it is your job to create a strong brand so the public knows what your business is about and what makes you unique and different.
For example, you could be simply a dentist, or you could be "The sedation dentist."
You could be a family lawyer, or you could be "The family lawyer for dads."
You could be a grocery store, or you could be "The friendliest store in town!"
See? It's much better if you decide how you want people to remember you.
Thinking about your brand
Before diving into logos or catchphrases, it is important to define what your brand stands for. Ask yourself:
- What makes you different, unique, special, and better?
- What mission do you hope to accomplish?
- Who is your target audience, and what do they care about?
By clarifying these elements, you can create a brand that resonates with the right people and aligns with your business goals.
Creating a unique brand identity
Your brand identity includes your logo, catchphrase, color scheme, fonts, and the tone of your messaging. Make sure these elements align with your mission and values. For instance, if you're targeting young, creative consumers, your branding should reflect that energy through vibrant colors and a playful tone.
- Logo: Your logo is often the first thing customers will notice, so make it count. It should be simple, memorable, and relevant.
- Catchphraseor slogan: This is a great place to say who you are and what you are about. Use it everywhere.
- Color scheme: Colors evoke emotion. Choose colors that represent the mood you want your brand to convey.
Develop a consistent brand voice
Your brand voice is how your business "speaks" to your audience. Yours should be consistent across all platforms, be it your website, social media, email marketing, or your advertising and marketing materials. Will your voice be professional, friendly, authoritative, playful, or something else?
Final thoughts
So yes, branding is about more than just a cool logo or a catchy slogan. It is about standing out and telling the world who you are and how your business is different. Those people who resonate with that message will become your biggest fans. And the others? Let some other brand worry about them; they're not for you anyway.
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