Branding is key to leveraging your business name and what you have to offer. If no one knows about you, you don't have a business.
What is Branding? Branding is more than a business name or logo. Your small business brand is what the consumer associates with what your business offers and stands for.
Example: McDonalds is a business brand well known even to very young children who can't read yet. They recognize the logo. But equally importantly, they can equate the logo or the brand name with what that logo means to them, in terms of food, drinks, toys etc.
Then when you get into the store, the products are also branded e.g. The Happy Meal, a great example also of value adding a product.
From the parent's point of view they know they will get a consistent product no matter which outlet they go to, and at a reasonable price. This is also part of business branding and savvy marketing.
This consistency of service and products, even with variations, results in brand loyalty or brand trust. It is also part of the brand's USP (unique selling proposition), or value selling proposition.
Your Small Business Brand Health Check
- What message does your business brand send to customers?
- How can you reinforce your small business brand?
- How can you expand your small business brand?
- Is your small business brand clear?
- How can you build brand loyalty and trust?
This is part of an ongoing Small Biz Mentor series on Basic Business Terms.
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Do you live in Canada? Toronto is hosting the annual Canadian SOHO & SME Conference (Small Office Home Office & Small & Medium Enterprises) on October 16, 2007. Tradeshow and Ask The Expert SessionThere is also a free tradeshow as... [Read More]
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