Posts
Small businesses and brands: why and how?
However, when we talk about a brand most of the time people try to relate it to the house of large companies, the fact is that every company needs to establish its brand to survive the competition. This is nothing new; Experts and management gurus have been preaching the same sermon for years, but what they haven't said is why you need to brand your small business. How will the brand help you establish your business? How can you establish your brand without spending a fortune on it?
You may have a very small business, but would you like your customer to perceive your business as a small business endeavor? Definitely not, and your business cards, letterheads, and other marketing assurances do just that. They give your customers the impression that you are an established business house of considerable strength and not just a family store.
While you've read up to this point, you may have started planning to get some home-printed business cards or visit the website where you saw the pre-formatted business cards sold for peanuts. Beware! The quality of your business card is an indication of the state of your business and your clients are smart enough to understand the difference between a standard design perforated business card and a professionally designed business card printed on good quality cardstock. .
Most of us, including you, would prefer to consider the stability of a company before making a purchasing decision. Once you've established your brand with a professionally designed logo, business card, and other marketing efforts, it will be much easier for you to develop your credibility with customers.
Getting a professionally designed custom logo is one of the most important elements of branding a business. A logo is not just a symbol or graphic piece; it is actually your corporate identity. A properly designed logo can leave a lasting impression on your customers and will never let your business get out of their minds. It also makes your company easily recognizable. Just think, wherever you see the golden M for McDonald's, do you really need to think twice, which company are you referring to? Ideally, a good logo should reflect the nature and attitude of the business.
Once you have a logo for yourself, it will be easier for you to establish your brand. You can use that logo on your business cards, letterheads, and other accessories. Don't you think it will make a difference if the package you use to deliver your products to your client has your company logo? And if you are using a reusable package, your customer could use the same package to pass other products to one of their friends, what happens then? Yes! Your logo is noticed by someone else, it adds one more name to your potential customer list. He is on the way to establishing his own brand.
Similarly, with business cards, as they are passed from one person to another, more and more people get to know your business and the potential customer base increases.
Having a professionally designed business card or logo also shows your commitment to your business.
A short, memorable phrase is another helpful branding tool. Printing a slogan on your business cards or business stationery makes it easier for people to understand the nature of your business. Ideally, your tag line should say not only about what you do, but also about your USP.
With all that being said, the fundamental question most small business folks would ask themselves is, how much does it cost to do all of these things? I would say, "not much". Money is always a problem for most small businesses (which is why they are small, otherwise most of us would like to open a Microsoft and be as rich as Bill Gates).
So if you think you're tired of being a "small business" and it's time to grow, take the first step; establish your brand!
