It is remarkably common: Small business owners are moving in so many directions, bombarded by competing decisions that demand their attention.
As someone who spends their time helping small businesses with marketing, I’ve seen firsthand how many entrepreneurs relegate branding to the “I’ll get to that later” pile. Who can blame them? The nuts and bolts of running a business is always at the forefront – paying bills, scheduling shipments, reaching the right audience… the list goes on.
But even for those who do focus on branding, there’s a major misperception that branding only consists of a name and logo, or that it only matters for the biggest companies. In reality, branding is so much more – and it’s critical for businesses of all sizes because it establishes a company’s personality and public persona. Most importantly, it communicates the characteristics, values and attributes that can make or break whether a customer chooses you over your competition.
Here are some very tangible and game-changing differences that strong branding makes:
- Recognition: A simple and professional logo has the power to make a lasting impression, and consistently incorporating a brand’s logo across platforms makes it more memorable.
- Trust: When communicating professionalism, a brand builds credibility and trust among customers, in turn making it more likely they will do business with you. It also increases the likelihood of gaining referrals and new customers.
- Greater financial value: A strong, recognizable brand that customers trust helps ensure future business, consistently building the value of your brand and, ultimately, your financial return.
- Inspired employees: When employees understand what your brand stands for, they will feel pride in working toward the company’s goals.