Again, why a brand matters to a small business?

All businesses need a strong brand. Branding can often times be only real way you can distinguish your company from the competition. First, what is branding?

Most people think that their brand is their logo, or their marketing materials, but its not. Your logo and marketing materials can support your brand, or even help to shape it, but at its core, your brand is simply your reputation.

Now – the scary thing about that is – it means every business has a brand, whether it has been purposely molded or not.

What are some ways a business can define their brand?

Branding is all about the impression your company makes. Your brand should do two things – it should convey what is uniquely special about your business and it should show your business in a positive light.

For example, if you decide that you want your company’s brand to reflect that you have the best customer service in your market, you need to take all of the steps necessary to give your customers’ and prospects that impression.

What are some of the things that can negatively impact your brand?

Inconsistency: The Natural Enemy of Branding

If you’re branding on customer service and all of your employees answer the phone in a monotone voice and aren’t particularly friendly, you’re going to negatively impact your brand. Take steps so that they all answer the phone with the same professional greeting and speak in a pleasing tone. Train them so they can easily and efficiently handle and resolve all customer problems.

Keep a Watchful Eye on the Small Stuff

Maybe you have your phone staff all answering the phones perfectly, but customers are still waiting on hold too long, or have a difficult time finding the right person to talk to when they call in. That can add to customer frustration and negatively affect a brand trying to become known for customer service.

What are some ways a business can reinforce its brand?

Walk the Walk, and Talk the Talk

Make sure all of your marketing materials are aligned. You’re brochures, website, business cards, direct mail – even seemingly insignificant things like email signatures – all of these things should be using the same logo, colors, fonts and should be communicating the same unified message. If used correctly, social media platforms like Facebook and LinkedIn can also be effective tools for reinforcing your brand. Again, the watchword here is consistency.

What's In a Name?

A bad company name can be one of the biggest brand hurdles that a company may face. How do you pick a good name for your company? One thing that should be avoided is what I like to call the "three initial trap." Company names like TPM Services or HRT Systems are no help at all to a brand. They say nothing about what a company does and have no emotional impact at all for customers.

When I say this some clever commenter will almost always ask, “What about IBM?” Well, IBM has spent billions of dollars on their branding efforts, so they can get away with it. Money will always help out a difficult branding hurdle, but for a small business, why not give yourself the best chance possible by giving yourself a more brand friendly – and memorable – name.

This doesn’t always mean the best way to go is to have a literal name Like Smith IT Solutions or New York Plumbing, but a name that reflects your primary branding strategy. Home Depot and ACE, while their names do not immediately scream hardware, both resonate with their brands. An ACE is an expert, and a Depot is a storehouse – so you can probably expect low prices there. If I were to refer two companies to you, one called Elite Computer and another called The Computer Warehouse, which would you expect to have the lower prices and which do you think would have the better customer service?

Building a Better Logo

There are no hard and fast rules on what makes a logo good or bad, but the following tips will help you to get your logo in shape. First, a Logo should be simple and easy to read. It should look good at all sizes, whether on a billboard or a business card. It should be memorable, and of course, it should resonate with your brand. If your brand is about products that feel like they are homemade, don’t use a font in your logo that looks too digital or modern, but one that looks handwritten or has a more old fashioned feel.

When In Doubt, Hire An Expert

Look, branding can be tough, especially if you're trying to build one from the inside. Having an expect marketing or branding professional audit your brand could help you to save money on marketing initiatives that may otherwise fall flat. Find a pro that understands your market, and get yourself on track early. Soon your brand will be firing on all cylinders and your competitors will be left in the dust.

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Kudos to my friend Glenn Romanelli who posted this on his Linked In profile.