Identity Branding for Your Small Business

Even when your business is not making the ‘big bucks’ you can count yourself successful if you have created a business with strong brand recognition.

One of your most important tasks is to develop your company’s face to the world.  This is your brand.  When you think of a brand, it should conjure up much more than a logo or company name or symbol.  It is the ‘whole enchilada’ – It is the company’s personality, it’s identity, its brand.

Once established this brand ‘theme’ should run through all of your company’s communications, but even more than that – it should run through your company’s personality expressed by employees, and customers.   Think of how Nordstrom somehow became ‘Nordy’s’   that was not a company nickname – that was a customer nick name that grew out of the company’s defined brand.

A brand is also a kind of promise. A set of principles as understood by anyone who contacts or even thinks about the company. A brand should also represent the desired attributes of a company's products and services.

There is nothing like being a part of your own audience. Teach yourself first and everyone you meet exactly who you are.  If you have not identified what the most important parts of your business are – how can everyone else know it?

Once you really identify your business’ core ‘personality’ then you can rely on its brand identity to drive traffic to you.

The best thing you can do is know who your audience is, what they look like, how old they are, how much they earn, how many kids thing have, and what kind of car they drive— everything about them  What does your audience Value? If you can speak directly to your client, you can direct the customer experience – and really, it is all about relationships and your shared experience.

Here is one example; computer sales’ audiences – think about the different kinds of core audiences there are – just two of those are engineers or youthful gamers; for engineers - the technology is almost like a religion. A gamer wants good video, connectivity, and speed --- how you get to that place is less important than that you must get there.   Gamers are also very individualistic and tend to be liberal and tolerant.  Engineers are more likely to be more black and white – and less tolerant of errors.  You must decide to either focus on one or meet the very different needs of both.  How will you create a brand that reaches your core audience is your main objective during your early start up period and later to maintain and grow your base.

Your mission is to align business with its audience.

A way to strengthen your identity and build brand recognition as young company is through association with other established businesses that can lend you credibility.  You can collaborate with older well-respected companies in complimentary fields.  Example; spa with hair stylist or jeweler – each is probably trying to reach a similar demographic, but are not in direct competition – so sharing customer lists, events and adverting dollars will strengthen each business – but the young business can really raise their profile and brand reputation through this kind of advertising partnership.

These are just a couple of thoughts on identity branding – contact me to talk about how to strengthen your identity branding with trademarks, symbols, logos, and other branding products.