Branding for Small Business
What is a brand?
HINT: It’s not a logo…
What it isn’t
- Identity (The tactile elements of a brand)
- Marketing (The distribution of a brand)
- Advertising (The creative expression of a brand)
What it is
- Purpose (Reason for being)
- Position (Competitive niche in the market)
- Message (Well-articulated communications)
- Culture (The basis of the brand experience)
- Potential (How well it can perform in the market)
- Equity (The tangible and intangible value of the business)
What can it accomplish?
- Narrower market focus
- More targeted leads / Higher conversions
- Overcome price-based competition
- Produce a more aggressive growth curve
Level the Playing Field
Why a strong brand strategy is more impactful to a small business than a big one:
Even without a good brand strategy in place, a big business already has an established brand, by virtue of it’s age, size, and influence.
A small business, on the other hand, has limited resources and often exists in relative obscurity. Developing and distributing a clearly articulated brand position becomes all the more important.
How is it created ?
- Market awareness
- Clarity of purpose
- Consistent approach
- Flexibility / Adaptability
How is it defined ?
The THREE Questions every brand must answer:
Also makes for a great elevator pitch.
1. WHO are you?
What is your brand? What do you do?
2. HOW is that important?
What problem are you solving?
3. WHY should I care?
How does that impact me?
The FOUR qualifiers every answer should meet:
May only the strong survive.
Is it own-able?
Is it exciting?
Is it honest?
Is it consistent?