Small Business Branding

Branding--Not Just for the Big Players.

With so many global brands like these dominating the marketplace today, many of our smaller, local and regional businesses seem to have “raised the white flag” when it comes to “branding,” asserting that it isn’t an arena that they can compete in. Without the brand identity playing a role in the customer buying decision however, these players have reduced themselves to competing solely on product offerings and price.

I’d venture to say that in some part, this misconception is due to the fact that most of us don’t really understand what a “brand identity” is. It’s more than a logo and tagline. Your brand identity is a reflection of the entire consumer experience with your company: from the moment they read your ad, to their interaction with the sales staff, the experience on your website, your involvement in the community, all the way down to the packaging and personalized attention that you bestow on your clients. I liken it to the “personality” of your company. The trick is to get your desired brand identity to align with the consumer's perception of who you are. This takes constant tending with a high commitment to customer service.

For businesses with local and regional markets, building a positive brand experience is actually something you can do even better than the big guys. You’re more nimble and able to adjust to a changing marketplace than the charging behemoth of an international conglomerate. Additionally, your proximity allows you to have a more hands-on approach to creating a positive and relevant customer brand experience.

The good news: building a brand identity doesn’t have to require a six-figure budget. It should however, be a constant driver of your marketing strategy and commitment to customer service. (You do have a marketing plan, don’t you?) You can make better use of existing marketing channels to build a consistent brand experience throughout. Set up systems to ensure that you deliver on that brand promise to your customers day-in and day-out.

Especially today, the public hungers for an engaging local shopping experience. And, when they find it, they will reward you with their appreciation, loyalty and by opening their pocketbook.

If you don’t have staff on your team with the time and expertise to develop and implement a branded marketing strategy, call on the experts at fab! Marketing Communications to craft and help implement a customized plan designed to help you achieve your business goals. Our staff of nimble professionals offer years of experience in multiple marketing disciplines and is ready to leap into action to help you grow your business.

--Written by fab! Director, Beth Erlendson for the Trade Show Solution Center's Marketing Messenger.