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we hear about small business marketing and scores all the time. “This company has a strong brand, that company has a diffuse brand.” But do you know what a brand and branding really is? Too many small businesses don’t do this. Thinking that branding is something larger companies need to worry about, these small business owners tend not to worry about it.
Mistake, that.
The fact is that branding is probably more important for a small company than for a large one because we have so many rivals. In fact, 99.9% of all businesses in the United States are small businesses, so with so much competition, you need to stand out. And you stand out for having a distinctive brand. In fact, a strong brand does more than just differentiate you: it builds trust, establishes loyalty, and creates customers.
So 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, luxurious German car. If that’s true, then BMW did a good job with the brand, because that’s exactly what the company wanted you to think when you heard its brand.
Now what happens if I say “Walmart”? In all likelihood, you thought, “a great place to get cheap stuff.” And yes, that’s what it is, and it’s probably a description that might be fine for Walmart executives.
A brand is more than just a logo or a name; It’s how 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, tagline) to your advertising, customer experience, and even the values your company represents.
Why is branding important?
Do you know that in politics opposing candidates work hard to define the other side? They do this because if you believe that politician I probably wouldn’t like it.
The same goes for your business. No, your competition is not going to spend a lot of time labeling you, but if you do not enter the market strongly, with a clear brand, then people will be able to think what they want about your business. And it is very possible that I am wrong. Therefore, it is your job to create a strong brand so that the public knows what your business is about and what makes you unique and different.
For example, it could just be a dentist or it 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 slogans, it’s important to define what your brand represents. Ask yourself:
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What makes you different, unique, special and better?
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What mission do you hope to accomplish?
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Who is your target audience and what does it matter to them?
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, tagline, color scheme, fonts, and the tone of your messaging. Make sure these elements align with your mission and values. For example, if you’re targeting young, creative consumers, your brand should reflect that energy through vibrant colors and a fun tone.
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Logo: Your logo is usually the first thing customers will notice, so make it count. It should be simple, memorable and relevant.
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Slogan or slogan: This is a great place to say who you are and what you’re about. Use it everywhere.
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Color scheme: Colors evoke emotions. Choose colors that represent the mood you want your brand to convey.
Develop a consistent brand voice
Your brand voice is the way your company “speaks” to your audience. Yours should be consistent across all platforms, whether it’s your website, social media, email marketingor your advertising and marketing materials. Will your voice be professional, friendly, authoritative, playful, or something else?
Final thoughts
So yes, branding is more than just an attractive logo or a catchy slogan. It’s 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 care about them; They’re not for you anyway.
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