Branding is not just for large businesses, argue John and Chrisanne Sternal, founders of understandingmarketing.com; it should be a major concern of start-ups as well. Here are some of their branding tips for small businesses and entrepreneurs:

Placement of your logo. Too many small business owners stress over what their logo should look like. In reality you need to stress over where you place it in your office, out of your office, online, at events, at others’ events, etc. Branding is a contact sport, so be sure to place your logo as often as possible.

What does your brand stand for? The Sternals refer to branding as that “off-the-record” conversation people have about your company when no one’s really looking. Hopefully you’ve done a good job cultivating your customer experience, because they’re the ones who talk about your brand when you’re not looking.

Invest in your customers for advertising. This doesn’t mean you buy your customers. Instead, nurturing customer service and the customer experience are among the most critical aspects of your branding efforts. Also, be sure to have an effective loyalty or rewards program. You want customers who rave about you and can’t wait to come back for more.

Don’t go global immediately. Yes, the Internet turns everyone into a global brand. But as a small business owner you need to own your own market first.

Speaking of going local… Participate in community events and hold your own as well. Ultimately you want people to see your logo and realize immediately who you are and what you stand for. By interacting with them at local events you will build a positive feeling about your organization.

Have a professional web presence. Whether it’s a website or blog, focus on having a professional look with plenty of opportunity to showcase your logo and branding.

Put your customers to work for you. Invest some money in giveaways like shirts, caps, visors, pencils, and other giveaways where you can display your logo and brand. People use these items more than you think.

Social media branding. By now you should be on social networking sites like Facebook, Twitter and LinkedIn (depending on the focus of your customer). Many small business owners feel it’s important to use pictures of their face in their logo and avatar space, but this is prime real estate for your company’s logo and brand.

Source: Understanding Marketing

Posted November 10th, 2009 under Intellectual Property Marketing

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