A fine artist may paint a picture with sheer creativity and no expectations, and really no strategy or plan. They just move the paint brush to fit their mood and ideas. Building and promoting a company brand is a bit different. It’s not based on creativity and color, but rather a collection of experiences and associations connected with a service, a person or entity. A brand is more than a logo, or the colors you choose to use on a brochure. Those things may be part of your “brand identity”, but they are not your brand.
Branding is one of the most important aspects of any business. An effective brand strategy gives you an edge in a competitive market — it differentiates you from your competitors. Your brand is your promise to your customers and conveys what they can expect from your products and/or services.
When you think about defining your brand, think about who you are, who you want to be and who people perceive you to be. It’s a lot of work and can be a time consuming process, but in the end, it’s one of the most important things you can do for your business.
So, go ahead and start the process of defining your brand, then be true to that brand and build everything around it.
If I can be of assistance and help you with any of your branding/identity building tools, please contact me directly. Thanks for participating in my blog! Mary
While doing research for branding strategy small business on Thursday your post regarding Do I need to “brand” my small company? « Small Business Talk with MDzyn came up. Just wanted to drop a note to let you know what a great site you have. It is a great resource and a great place to drop by.
I have only worked with Mary for a short time but already she has impressed upon me the need for branding and from the day I got my logo from her, it all made sense. The feedback from clients has been outstanding and I’m looking forward to utilizing Mary for my other business needs. As much as I thought it was going to be too much trouble or unnecessary, branding is non-negotiable for my small business!
I really do agree with this. Whatever the “hook” is, it will remain with your company and create an image for decades. If this image is positive, it will be remembered by many long after they do business with you.