Small business branding can be a fairly easy task when approached with patience and an open mind. Explore some branding myths to build an idea of why and how to properly present your company to the public.
Old adages
The dated notion that "a good product sells itself" will work for few industries these days. While customers will be more likely to return if they're pleased with your offerings, many consumers do online research before deciding on a place of business. Marketing and image sells products in the information age, which is the reason for the abundance of advertisements in today's media and the heavy emphasis on branding for companies big and small.
Word-of-mouth is another strategy that worked better before the advent of the internet. Whereas consumers had only each other and their local phone book to seek out services and products prior to the 1990s, the new way of finding businesses and getting advice on purchases is "word-of-web." In order to garner interest among internet users, you should establish a strong online presence with a recognizable brand that can be easily referenced and remembered.
Branding was once considered a strategy for large corporations and retail industries. As with the idea of word-of-mouth business, the digital age of marketing means businesses from plumbers to coffee shops must make a lasting impression within seconds of being noticed. The average consumer won't likely choose a business because of a high alphabetical listing in a publication, but will rather view your business as you present it visually and conceptually.
Easier than it appears
One of the biggest misconceptions of branding is that it's difficult and abstract. For a startup or at-home business, taking the simple step of creating a custom logo is a good beginning. The least web-savvy business owner can navigate a social media page (perhaps with the help of a teenager), and with these two steps accomplished, your basic brand is created.
Branding isn't a complex marketing scheme. It's how your company represents itself, from your visual image (logo, website, uniforms) to your customer service and company policies (phone greetings, follow-ups, consistent service).
If you're just getting started, don't stop after the basics. Your brand needs to be shaped and monitored, and internet users often have a keen eye for what's fresh and new and what was created years ago and left fallow. A common myth of branding is that once a good image is created, it will do the work for you. You must maintain that image, from engaging with customers online to learning from mistakes. Ask your customers what they noticed first about your business ? perhaps your logo stands out, or your company name is attention-grabbing ? and make changes based on what's working and what seems to be falling into the background.
Beware, however, of inconsistency. While it's smart to fix what's broken, if you make too many changes too often, your image won't be memorable or establish a solid presence in your industry.
Branding doesn't work overnight, contrary to popular belief. If you sink a large amount of money and time into a new website, internet marketing campaign and professional stationery, business won't necessarily start pouring in: you have to get noticed, remembered and referred. Monitor the effects of the efforts you've made, and expect to build slowly. Marketing is one of the aspects of business in which you often need to spend money to make it, and should be viewed as a long-term investment rather than a way to get off the ground. If you're just starting out, consider some of the less expensive means of spreading your image such as a logo and a basic web presence.
Don't be afraid of branding ? it can be easy, and it's necessary to reach your business' potential in many industries. If you haven't begun the process, look into starting right away, as you may be losing business right now to more identifiable competitors.
This entry was posted in Beginner, Branding. Bookmark the permalink.Source: http://deluxesmallbizblog.com/branding/small-business-branding-myths-to-avoid/
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