Is branding really important for a small business?
Many small business owners don’t believe that branding is necessary in order to be successful, but nothing could be further from the truth. Big or small, brand recognition is one of the single most important factors for setting any business apart from its competition and keeping it on top of consumer’s minds. This goes for the biggest of companies, with millions of customers, all the way down to niche businesses that might only have a few dozen.
Simply put, branding is the best way to give potential customers something to remember about your company so that, when the time comes to make a purchase decision, they come to you. Whether you sell millions of products a year, or only a handful, the importance of branding is the same.
Small business branding is more than just having a logo and a catchy tagline. Branding a business is about making a connection with your target market, and that connection can be on many different levels. Because a smaller business has fewer clients, a small business owner can and should use more personalised messages in order to brand themselves, including things like information about how the company began, who the founders are, their history and why they happened to get into their particular field or industry. This in short, branding is most definitely an important task for any small business owner.
This biography, if you will, is sort of like an invitation to potential customers to get to know you on a more personal level, even if that might only be through information, pictures and videos that they see online.
Intimate communication like this can brand your small business as one that is approachable, relatable and ready to forge long-term business relationships. In many ways this branding approach is more powerful, and more persuasive, then branding efforts by much larger companies.
Now here’s a little information that might blow your mind; branding isn’t optional. The simple fact is that every time you communicate or interact with a customer or potential customer, that interaction creates an impression and that impression, surprise, is now your brand.
If a customer walks away from that impression with the opinion that your company provides excellent value and services then you’ve branded yourself in a positive way. The reverse is also true, whether or not you have a logo, a tagline or a business card.
If you did however, not only would your excellent value and services brand your company positively, your customers would have something relatable that they could pass on to others who might be looking for the same products or services.
Also, keep in mind that branding is actually a process. It’s the process of defining what your business can do and what value it provides for a potential customer. A well designed and thought out brand will instantly conjure an image in a potential customer’s mind about what your company does and what it can do for them.
In short, branding is most definitely an important task for any small business owner. It doesn’t have to be expensive but it does need to be well thought out so that it leaves customers with a positive impression about your business and gives them the basic information they need to consider your company for their purchase.
Hopefully you now realise how important branding is to your business. If you have any questions about branding, or need help creating a brand for your business, please get in touch or leave a comment and we’ll be sure to get back to you with advice and information.