A brand is not simply a product name, logo, or slogan. Your brand is your business' face to the world! Since the inception of your small business, employee attitudes, consumers' perceptions and competitors have all worked to define your brand. In a sense, then, your brand is the sum total of all perceptions of your business over time. It is important to remember that, because brands are perceptions, the branding process is not an exact science and it is impossible to exert total control over the brand image. However, by paying careful attention to how your brand reflects the core values of your business, you can effectively focus and manage public perceptions of your brand.
Many business owners assume that it is unnecessary to develop a corporate identity, particularly in the case of small independent businesses and franchises. While large corporations develop brand names that are recognized around the world (for example, Nike and Xerox), branding a small business is equally important, although the process occurs on a smaller scale. In fact, branding is inevitable. Even though you may not be aware of it, the brand image of your small business is constantly being shaped. Every time a business email is sent, a business phone is answered or business partners shake hands, these small-scale exchanges shape the reputation of your business – or, in other words, your brand.

Consistency is the key to successful branding. On your next walk around your business, ask random employees you encounter “What do we do here at company X”? You may be astonished to find that employees give vastly different explanations for what the company does. These inconsistent messages about the company are going out into the community and convey sloppiness to potential consumers or partners. This costs you money.

To brand your small business successfully, first take stock of the core values that make your company unique. What differentiates you from your competitors – is it integrity, dependability, customer service or a combination of values? Everything that your company does should embody those core values, from the slogan to the logo, packaging, customer service and even music that plays over the telephone when customers wait on-hold. Your company must project a shared vision, a common message, a consistent color scheme and a coherent design. By ruthlessly controlling your brand image, you will ensure that your brand stands out above the competition.

The Write Business Solution is a full service business development, training and consulting firm that specializes in getting you and your business to the next level. Located in metro-Detroit, our dedicated and professional consultants will work efficiently to make your goals become a reality. WBS makes it happen! For more information about our services and products, visit us at WriteBusinessSolution.com.