Creating a Brand Identity for Success

No longer is branding only important for the Nike's and Starbuck's in the game. Strong branding is necessary for startups, small businesses, large businesses and everything in between!  As a small business owner you should know how important an impressionable brand identity is to the success of your company. Small businesses have become an integral part of the U.S., representing over 99.7 percent of all employer firms (SBA Office of Advocacy).  So, shouldn't your brand identity represent those large numbers? The answer is yes, most definitely!

To start, your brand is the overall image and perception of your product or service in the eyes of your customers, in comparison to other products in your market.  Therefore, it is essential to research your target market and the buyer's persona when developing your brand identity and its usage.  What are their likes, dislikes, age, feelings, beliefs, interests and how will they benefit from your brand? Does your branding clearly define your intended messaging and is it appropriate for your audience?

Next, how will you utilize your brand? You must be consistent with use of your logo, tagline, and materials and what you say about your small business. You will only be able to establish a strong brand identity by designing impressionable elements (both verbal and visual) and then repeating those elements through all outlets (i.e. Website, stationary, marketing materials, advertising, PR etc.).

Finally, remember "honesty is the best policy".  Current and potential clients will see right through false promises and advertisements your small business commits to.  You want to be sure you can commit to all promises and beliefs that your brand promotes.  Your current and potential clients will respect your honesty, and look to your company as a brand they can stand by and trust.

Your branding is what will separate you from the sea of competition that you are entering (the 99.7 percent of employer firms in the U.S.).  So it makes sense that a quality brand requires much thought, research and integrity.  In the end, your branding should strive to meet 5 goals.

5 Goals of a successful brand:

• Relays a clear and precise message directed at a defined buyer persona (this could be more than one buyer persons)
• Establishes a unique presence among your target market
• Identifies your company as the "only" source for your customer's needs or the solution to their problem
• Leaves a lasting impression in the minds of your buyers
• Gives a message of loyalty and credibility about business

In conclusion, branding is not about competing with your competition for the flashiest logo design website. Branding is however, about engraving your company's tagline, web site, logo, beliefs, and credibility into the minds of current and potential buyers. In addition, branding is setting the stage so that they see you as the only solution to their problem-you can't compete if there is no competition.

What does branding mean to your small business? How do you utilize the elements of your brand? Are you consistent, honest, clear and memorable with your branding efforts?