Every business has a brand, it’s not just a logo or a colour scheme, it’s everything about your business. The only choice you have when it comes to branding is whether you want a great brand to represent your business effectively or not.
When you think about brands your first thoughts are probably big businesses such as Nike, Apple or Coca-Cola, however small brands can have and need a great brand too. Here are six reasons why small businesses need a great brand too.
The majority of the time a customers first impression of your business will be your branding. Whether that’s on your website, your business card, a compliment slip, brochure, exhibition stand or any other kind of marketing collateral.
We’ve all been told never to judge a book by its cover, but we’re all guilty of it. If your brand doesn’t look particularly good or professional people will draw parallels between that and your business and may not take you seriously. If you have a professional looking and well-designed brand, you will come across as professional and trust-worthy, even if you have only been around a fraction of the time your competitors have.
As we mentioned above, a professional looking brand looks authoritative and will help with your credibility and trust.
If customers trust you they will become loyal customers and may recommend you to their friends and family, which is so important in a time when customers are looking for the best deal and the best value for money.
Most of the time consumers are willing to spend a little more to buy from a brand they know, recognise and trust, rather than risk wasting their money on an unknown and cheaper brand.
You’ll be aware of your main competitors and what they offer and no doubt you’ll be doing your best to better yourself and beat them in all areas. Your brand is also one of those places where you need to be bettering yourself.
A great brand will help your business to stand out from your competition and help you to get noticed.
If you’re trying to compete against your competition with a poor logo and inconsistent branding, potential customers won’t even look your way if your competitors have better, professional looking brands.
If your website, brochures, business cards and any other marketing collateral all have different colour schemes, logos and maybe even names it will confuse existing and potential customers. They may then decide not to use your business as they are confused or don’t know whether to trust your or not. Therefore it’s important to ensure your branding is consistent across every customer touch point.
Helps people to identify your products
This is important if you sell different ranges of products or your products are available in shops or on websites other than your own. It can help customers to recognise your products on shelves amongst all of your competitors.
Your brand can also help to introduce customers to products they didn’t know you sold.
Think about a business which sells sport and fitness equipment and clothing. A customer buys a pair of running socks and running shorts from this business and is really happy with his purchase.
A few months later he’s looking for a new pair of running shoes and spots the logo of the brand who bought his socks and shorts from a few months earlier. Despite not knowing the brand even sold running shoes, he then decides to buy a pair of running shoes as he was happy with his socks and shorts.
Easy to remember
People may not remember the name of your business but they may be able to remember your logo and branding when they see it on a product. They will then be influenced by their previous experiences or friends experiences with your brand. If they had a positive experience or have heard positive things about your brand this may persuade them to buy your product.
It’s important to remember though that a brand isn’t just a logo. It’s your product or service, your customer service, your emails and what your business stands for. It’s everything about your business and everything your business does.
So even if you have a brilliant logo and website, you need to be ensuring your products and customer services match those same high standards.
Whether you need to rejuvenate your existing brand or create a brand from scratch, we can help you to create a professional brand which will represent your brand effectively. To find out more call us on 01543 495 752 or email us on firstname.lastname@example.org. Or you can gain more insight into branding in our blogs.