Branding Isn’t Just For the Big Dogs
Dave Mangan, President/ Idea House

Ask most small business owners about how their brand building is going and you’ll just get a blank stare in return. For most of us, branding is something you read about Coke or Nike doing. It feels like a different world far from most small companies. Many people think of branding as a luxury that can be started after their company gets up and running. But in reality, you are establishing your brand from day one.

The good news is that you can start improving your brand right now.  The tips presented here can go a long way towards getting your image where you want it to be. And none of them are particularly difficult or expensive; in fact some don't cost anything at all.  Here they are:

1. What’s your voice?
As Pete Townsend once asked, Who Are You? To successfully manage your brand message, you have to figure out who you are. And this really needs to come from who you are, not who you hope to be or wish you were. Volvo is not Porsche. Target is not Neiman Marcus. They don’t try to be. The best positionings carve out their niche very specifically. Being true to who you are will then make communicating that much easier.

2. Pick a color, any color.
Quick, what color are UPS trucks? How about Coca-Cola cans? Picking a company color can help you establish your brand even stronger than your logo might. When your company’s packaging, delivery trucks, envelopes or postcards all have a consistent dominant color, it makes it easier for your consumers to notice you.

3.  Rome wasn't  built in a day. Either was Nike.
We’ve seen too many clients tire of an ad campaign way before their customers have. They’ve seen all the ideas, approved all the ads, and lived with them for months. And are ready for something new. Resist the urge. Chances are your customers haven’t seen them as much as you have. Pulling them before their time will cost you money at least, and maybe more customers. Consistency and repetition are the hallmarks of a successful branding campaign. Find the right message and keep it out there as much as you can.

4. Ads are a good vehicle, but not the only car on the road.
If you’ve got an ad budget, good for you, you should be able to build your brand presence faster. If you don’t, no problem. Start spreading the word on the cheap. Call your local paper’s business editor with story ideas about you or your industry. Send press releases to all interested publications you can think of every time something noteworthy happens. Put signs up in your window promoting a new service. Hold a contest in the community. Sponsor a local youth sports team. There are lots of ways to start making those personal connections. Use them.

5. Outrageous is good. So is dull.
There is no right formula. Find the voice you are comfortable with and stick with it. You don't have to be flashy. Some of the most compelling advertising in the last 20 years came out of an insurance company, John Hancock.  Again, it gets back to point #1. What’s your voice? A valuable brand can come from a very conservative positioning. Or an off-the-wall one. Just find the right fit for you and go for it.

So branding isn’t just for the big guys. It’ll take some thinking on your part. And a good amount of effort as well. But as soon as you get these steps in place, you’ll begin to see that your branding will help you build your business without even thinking about it. For more info or questions, feel free to email me at davem@ideahouseonline.com