The other day I answered a question in Linkedin regarding branding for small business. The question was “Is branding important for small business?” The answer a big YES.
The American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”
A good brand (even if you are a small business) will
- Communicate the message clearly
- Add to your credibility
- Connect your target prospects emotionally
- Motivate the buyer
- Create User Loyalty
Your branding will have a big impact on your prospect/customers experience with your company at every level.
Your brand resides within the hearts and minds of customers, clients, and prospects. It is the sum total of their experiences and perceptions. You got to get it right across the board. Or you will lose the customer or prospect.
I went to a restaurant the other day to have dinner. I like the food they serve and the place. Been going there for a few years. I had to use their toilet after dinner and it was not the cleanest. It really annoyed me. The restaurant is at the higher end for charging for the food – but they slipped bad in keeping the toilet really clean. I don’t think I will go there again. See how it affects the brand? Get it right on all levels.
- Answer the phone in a professional manner. (esp the front desk – first point of contact)
- Keep your toilets clean (esp the café, restaurant sector)
- Talk to your customers politely. (Treat them like you would like to be treated)
- Get a logo done professionally. (use it seamlessly in business card/letterhead, web)
- Any other signage you use – use your logo
- Get a well designed website that can be found
In marketing your business every single bit matters. Always put your best foot forward to promote your business.