Branding a Small Business

In order to succeed, any sized business will need to properly brand itself. Having a cutting edged branding strategy can help give you the edge on the competition, says business writer Frank Crandell. What exactly is "branding" and how can it impact your business? Branding is simply your promise to future and existing customers. Your brand distinguishes you from your competition and provides information on your products or services. Your brand shows people how your business is operated and how much they need your products and services. You can't expect to make everyone happy or appeal to the masses with any given branding strategy. You can, however, make sure that your message is appealing to your target audiences and those who will most likely want to do business with you. Any branding strategy begins with a great logo. Your logo will appear on your website as well as on all other promotional materials to make your look consistent. Remember that branding is more than just a series of words; it's your corporate identity. Your name and logo should tell people who don't know you something about your business. Thus, your brand must be strong enough to convey a message. When you put a small newspaper ad, your logo is used by people to judge your business. If this looks professional, it attracts people to your business. When developing your identity, identify your target or niche market and ensure that your branding speaks to these people. For instance, if you're near a university or college, your branding should appeal to young adults who will be your major source of income. If you're operating in a downtown district, make branding that will attract office workers and business people. Properly executed branding is what sets small chains and independent retailers apart from the big chains.