Small Business Branding

As a small business, it’s a daunting task to stand out from competitors. You know you need to, but every other company like yours is also trying to stand out. And regardless of the size of your business, branding brand marketing or brand visibility, is so important that you can never just leave it to chance. It is just as important as product development, because of you get it wrong, your product will never sell or your serAs a small business, it’s a daunting task to stand out from competitors. You know you need to, but every other company like yours is also trying to stand out. And regardless of the size of your business, branding, brand marketing or brand visibility, is so important that you can never just leave it to chance. It is just as important as product development, because of you get it wrong, your product will never sell or your service will never be used.

Your customers’ brains are overloaded with new information every day. Done right, your branding will find a way of cutting through the clutter. Just think about the visual and auditory information that is assaulting their senses on any given city, street, television channel or website. Every aspect of your customers’ lives is like this. In all this ever changing mental clutter, a consistent company brand image is essential to any company’s survival in the 21st Century.

Your company branding should tell people who you are, what you do and why you do it. It should indicate your market positioning and your unique selling points. A customer should be able to see consistency across every channel they use to communicate with you, so should include every aspect of your business, including lighting, colors, ease of access and staff attitudes, physical and even virtual assistants, as well as the more obvious logo and name. Even the smell of your office or storefront is part of your brand.

Let your brand do the preselling for you. This is how names like Apple manages to sell so many devices, as people are buying the brand. Many buyers do not care if the product will last beyond the guarantee period, they must have it because the brand is part of the image.

It takes time to establish your brand’s unique selling point, but once established it will enable selling to your target customers come easy enough. They will have decided to buy your product before ever contacting you about the details. This is the power of preselling.