We hear so much about branding these days, but it really seems like a big business concept. Do you think branding is something that applies equally to small businesses?


What do you think of when you think about Rolls Royce, or Nike, or Apple Computer? Each business evokes very clear thoughts, feelings, and images. They all have a strong corporate identity, or brand, associated with their name, and it is no accident. These companies have spent a lot of money getting you to conjure up specific images and feelings when you think about their business.

So the idea of creating a brand for your business is really quite important. While it might seem that creating a brand is beyond your reach, that branding is a concept for the "Big Boys," think again. Branding is something you can, and must, do too.

Here's why: Boiled down to its basics, a brand is the essence of what makes your business unique. It combines your name, logo, and purpose into an identifiable whole. Without a brand, you may find that instead of being all things to all people, you are nothing to no one. A brand is a hook to hang your hat on, so that people remember you, which is probably more important to a small business than anyone else.

You begin to create a brand by carefully thinking about what your business is, what makes it unique, who your customers are, and what it is your customers want. Deciding upon a brand is vital because many other decisions will hinge on this one. Your name, logo, slogan, even the location you choose and your pricing structure depend on the brand you are trying to create.

You want to create a consistent theme through your ads, pricing, logo, etc. which reinforces the image you intend to create.

But branding goes even beyond that. Since your brand is based both on how you want to be perceived, and how you are in fact perceived, it follows that the other half of brand building is creating positive perceptions based on substance as well as style. How?

1.Discover what you do best and do it, again, and again, and again: A brand is a promise that essentially boils down to: 'If you buy from us, and you know what you will be getting' e.g., Volvos® are safe or Atkins® helps you lose weight. The key is consistency.

2. Offer superior customer service: All your hard work creating that cool brand will be a waste of time and money if it isn't reinforced by happy customers. Customers should find it easy to work with you or buy from you.

3. Be a mench: Mench is a Yiddish word that basically means "a good person." If your business practices mench ethics, your brand grows. While good looks may get you a date, being a mench will get you a mate. Pay invoices on time. Do more than asked of you. Do things when not asked. Help out in the community. That also builds your brand.

Remember, the two keys to establishing a strong brand are developing a specific identity, and then communicating that identity consistently. Do that, and your small business will have a hook that is memorable.



Steven D. Strauss

Author of Big Idea: How Business Innovators Get Great Ideas to Market