Does Your Small Business REALLY Need a Brand?

Does Your Small Business REALLY Need a Brand?

Whether we realize it or not, we’re all seduced by effective branding. From the soft drinks we choose to the home insurance websites we visit, branding plays a huge part in our ability to remember, find, and trust one company over another. But, is branding really needed for your small business?

Well, here’s a fun experiment:

Next time you’re driving around town, watching TV, or reading through your local newspaper, take a look at the local companies that catch your eye. It can pretty much be guaranteed that every single one of them has a strong, and clear brand behind them. Branding is important to the success of any business—regardless of how large or small your business may be.

There are several ways that your brand can boost your business. Branding can:

  1. Show that you’re established.Nobody wants to do business with a cheap, fly-by-night business that is run by fair-weather cowboys (yuck). Branded businesses are perceived as less likely to disappear into the night. This promotes trust and, subsequently, more customer growth (yay!).
  2. Make your business more memorable.Brands that use a dominant color, image or slogan help their customers, and potential customers, remember them, their service and their product. This means less advertising to win back previous clients, and more word-of-mouth referrals as well!
  3. Help you stand out in your field.As a small business, simply having a strong brand will help you stand out from 99% of the other “me too” businesses that are vying for your customers. Many markets and industries are currently saturated—standing out is no longer an option, it’s a neccessity.
  4. Sell your values.Strong brands instantly tell customers what they do, why they do it, and what that means for their potential customers. Take “Innocent Fruit Smoothies” for example. Their entire brand is about honest-to-goodness, healthy smoothies, and it’s obvious every time you see one of their bottles on the supermarket shelf.

Successful brands all have one thing in common: a clear voice. When you think ‘Rolex’ you think ‘luxury’. When you think ‘Red Bull’, you think ‘sports’, or ‘adrenaline’—because, let’s be honest, it’s mainly used for finals and all-nighters.  When you think ‘Apple’, you think ‘cool and creative technology’. And, even better, you don’t need words to recognize them. Their brand logos and colors are enough for you to know who they are and what they are all about.

What will people think when they see your logo or company colors? Will they be able to recognize you amongst a sea of competitors? Will they instantly trust you when they see your name? Will they remember you the next time they need the products and services you sell? If not, perhaps it’s time to create a stronger brand for your small business.

This branding initiative doesn’t have to break the bank either. Branding can start with a simple logo, a designated color, or a consistent tone of voice on social media. Soon enough, people begin to recognize you, remember you, and come back to you—simply because you’ve made it easy for them to do so. As with anything, the first step is important! If you are looking at taking your business to another level with your branding, then contact Team Rabbit at Visual Caffeine. We’d love to chat.

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