Branding is a pervasive force that is impossible to ignore. It is more than a mere logo and tagline. It is the perception you want to communicate to consumers but also the allegations you communicate despite yourself. By definition, "brand" is whatever the consumer thinks of when he or she hears your company's name.

To hear the word “branding,” many small business owners will roll their eyes, sigh, and explain in exasperated tones what they can only achieve with a tiny budget and even less time. But the harassed owner, worrying about clients who have not paid, dashing between meetings and working exhausting hours to keep on top, cannot afford to neglect his or her business’ brand. So what exactly is “branding”? Why is it so important?

Branding is not about getting your customers to see you as the only solution to their problem. When you have a strong brand, it is instantly identifiable and people will pay a premium for what it represents – quality and reassurance. They’ll go out of their way to get it, and will recommend it to others.

The good news for small businesses is that the brand is already there. It lies in your staff, their expertise and conduct, in the product and its qualities, in the name, the logo, and how you market yourself. After all, your brand is the source of a promise to your consumer.

How is Branding different from my Logo?

There is a misconception that branding only requires a logo. A logo is only a segment of the brand strategy. It is a visual aid that portrays the values and goals of your company, providing consumers with instant brand recognition. It is part of a package that offers consistency.

Here are some tips on what makes a good logo?
1. Describable.
2. Memorable with immediate impact. It must be appealing to the eye.
3. Effective without Colour.
4. Scalable. It should work at any size from an inch in diameter to a billboard.
5. Relevant. It must identify a product with a sense of goodwill. In addition, think of longevity and that your logo will be as relevant in years to come as it is today. Don’t use a font that may appear dated or lacks a look of professionalism.

A strong branding strategy uses design to communicate a confident message that attracts your target audience. If you feel that your branding needs strengthening, possibly look at a new logo to re-position your company.

Defining your Brand

The world is full of products and services that work, so the emphasis is placed on the perceived emotional differences. You have to take stock of how your brand makes consumers feel. Defining your brand is the first step in the process of creating a foundation to build on.
1. Sell your value, not your products. What are the benefits to your service?
2. Create the brand category. Find a niche that you can claim as your own.
3. Turn around perceived “weaknesses”
4. Get emotional. Branding is a balance of marketing strategy and human emotion. Connect with your audience’s preferences, foibles and passions. Which emotions are you working to connect with your prospects on, and how?

Focus on your target audience when answering the following questions and be thoroughly honest.

• What are the core values of your products/services? What are the core values of your company?

• What is the mission of your company?

• What does your company specialize in?

• Who is your target market? What kind of audience does your products/services attract?

• What is the tagline of your company? What message does your tagline imply?

• What kind of personality does your company represent? What are its weaknesses and strengths? Is it innovative, sophisticated, creative, etc? Do you use the language of your audience?

• How does this personality react to your present audience? Is it a right fit?

• Is your advertising really different from your competitors? If your advertising isn’t as successful as you would like, maybe it isn’t the medium that you are using but the creative. Are you trying to say too much in your advertising? State in ten words or less what benefit customers get by using your product/service.

• Have you started surveying customers as to how they heard of you?
 

Defining your Objectives

Below are some suggestions in garnering recognition:

1. Try to receive specific awards or participate in community endeavours by providing local sports or art sponsorships.
2. Have staff members speak at trade shows.
3. Schedule lectures at professional group gatherings within your industry and join community business organizations.
4. Write and publish articles in newspapers, magazines or online media and blogs to keep your name exposed.
5. Sponsor local sports or art events.
6. Is your website updated?

Who is your Target Market?

A properly developed marketing strategy can not only connect you with the right prospects, but it gets everyone talking about your company and your product. However, marketing mistakes can just as easily cost you. Here is a checklist of five mistakes commonly made in marketing:

1. Lack of Research and Testing. Always make sure you have done your due diligence when it comes to testing different offers, prices and packages. Get the input from your customers.
2. Improper Focus and Positioning. Don’t market to build up the company, but approach marketing to demand an immediate response from the recipient.
3. Marketing without your Unique Selling Proposition. Don’t market without it.
4. Failing to Capture Repeat Customers. Keep in mind that 80% of your business comes from existing customers and 20% from new customers. It will cost you five times the expense to sell to a new customer than to sell to an existing one.
5. Lack of Focus on Potential Customer’s Needs. Do you really know what your potential customers need and want? Try and fill their need better than anyone else.

At the end of the day, branding is about staying ahead of the competition – and competition will always be there, no matter how niche a market a company operates in. Branding need not be expensive, just be prudent in how you market it.