If you're a small business or single service provider you might be in the old state of thinking that a brand just isn't that important for your company. That only large, corporate companies bother with branding. They have the extra cash to spare, after all. That your time and money is better spent on just getting the job done. “People will recognize me because I do good work, not because of my brand”.
What if I told you you were wrong?
Branding Is Especially Important For Small Businesses!
What if I were to tell you that your brand is your reputation? Then would you think it was more important? A good brand will leave an impression (hopefully a good one!). It should let people know what makes your company better than the rest and it should be memorable. Your brand will tell the world about your business and without one, what will that message be?
As a small business owner it's solely up to you to make sure the world knows about what you have to offer. That's where your brand comes in. What do you want to tell the world? What is it you want your company to stand for? Who is your target audience you're trying to reach?
It's all about the message your brand sends to those who have never heard of you and the feeling your reputation gives to those who have.
A Brand Is So Much More Than Just A Logo
It's the way your business cards look and feel, it's the way you answer the phone, it's even the type of car you drive. Could you imagine hiring a gardener and when he pulled up to your house he was driving a small, VW bug? Of course not! When you think of a gardener he's driving a truck. Hopefully full of the tools he'll need to do his job. As a small business owner YOU need to BE YOUR BRAND.
Now, don't get me wrong. A logo is a very important part of creating an inviting and profitable brand. Your logo should be inviting, professional and tell a story about your company. You'll also want to do some social research. Does anyone else have your design idea? Are there other, similar designs that didn't do so well? Ask around: What do people feel when they see your logo idea? Is is pleasant, or off putting? Then consider those ideas/suggestions and take action! If you're creative you can design a logo yourself or hire a graphic designer to do it for you.
Branding is important for everyone. Especially those of us with small businesses. A good brand will promote who you are, who you want to be to your customers and what your company is capable of.
CREATE A BRAND THEN BE THE BRAND!
