A recent Small Business Roundtable addressed the topic of Branding Your Business. The consensus during this facilitated discussion was that the “brand” of a business is the complete experience that customers or clients have as they interact with the business. It includes visual and emotional components such as in-person and telephone interactions, printed materials, social media, website, and even your position in the community.
Just as a person can influence but not completely control their reputation, a business must do everything possible to create and enhance the experience that customers have before, during and after contact in order to enhance their brand. So how do you, as a small business owner, influence and mold your brand?
First, think about what people like about you and your business. How are you different from the other companies in your area? Look at both your target market and at your competitors. Identify your mission and make sure that the spirit and culture that you want for your business is reflected throughout all interactions.
Listen to your elevator speech and how you and your employees answer the telephone, greet customers, and interact with each other. Are you all on the same page? If the vibe that you want to show the world is calm, soothing and professional, make sure that is what comes across to those encountering your business across all platforms. Are you the happy and cheerful place for your customers? If so, make sure that your people and your website, location, and social media interactions are happy and cheerful.
Once you have thought about your culture and the image that you want to project, take a look at your visuals. Logo and your identity can be a challenge. Everyone has seen logos and visuals that are tired or just don’t seem to fit the business. It is often easier to spot this in someone else’s business rather than your own, so ask your trusted customers and even friends for input.
A branding specialist at the Roundtable suggested that we think of the brand of a business as its body, and the logo as its face. You need to take care with your logo, as you take care of your face. If your logo is done successfully, it can be a building block to position your brand for success. It is important that your logo be designed carefully so that it can give a consistent look and feel throughout all platforms and media. What works on a business card should also work as a text avatar and look great on your website and mobile devices.
Your logo designer will most likely accomplish this by producing multiple logos with different backgrounds and tag lines that work with the requirements of each medium but with a consistent look across all. Particularly if your customer base is cross-cultural, it is very important to make sure that your name, abbreviation, or symbols do not have cross-cultural implications that reflect badly on your business. Remember that what looks funny or stylish in one culture can be considered an insult in another.
Keep in mind that often simple is better. The Nike swoosh is about as simple as it gets but is a recognized logo throughout the world and a good “face” for the Nike brand. A professional branding expert will also be able to guide you regarding color choice; different colors often promote different emotions, and you want to be sure that your color choices reflect your culture and your brand. Once you have considered your culture and your brand and decided on your logo and color choices, be sure to use them consistently in all facets of your business. Ultimately, it is all about communicating to the world what you and your business are all about; if your visual identity does not “speak” to what you do, it is time for a refresh.
Take a step back and review your materials, and then make sure that your customer interactions reflect the vitality of your visual “face”. Proudly take your brand to the world and watch your business flourish!