Building a brand identity is important for any business and it is especially important for small businesses as a differentiator. Too many small businesses do not invest the time and money to establish a brand.
FIRST is the look and feel about the company and what it stands for. For example:
1) a professionally printed business card (this is not expensive)
2) a logo
3) stationary with your name, address and telephone number on it
4) No handwritten signs or generic store bought signs (if relevant to your business) – these do not differentiate
These are the basics. Everything you send out, should present a consistent look and feel about your company. We are not suggesting an expensive branding campaign, we are recommending that your business cards, stationary, website be consistent – i.e. same font, same colors; hence same look and feel.
SECOND and perhaps the most powerful tool for branding small businesses these days is using the internet. This includes:
1) website that’s interesting and informative
a. with the website address on your business card, stationary, advertisement
2) emails containing your “signature” that also informs about you and your business
2) using the social networks such as Facebook, LinkedIn and Twitter
3) presenting tips or ideas on how people and benefit from your products and services
A THIRD powerful yet often overlooked contribution to brand building is how effectively you avoid self-sabotage (i.e. Time it takes to return calls and emails, how effectively you build relationships, do you do what you said you would do when you said you would do it) You can have the best business cards, the snappiest logo, high quality stationary and an award winning website, but if you don’t address the intangibles of doing business, then the other things just mentioned won’t matter.
Consistency is critical – in appearance, in service, in doing the intangibles better than your competition.
Tags: Tips for Brand Identity
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