Small Businesses & Brand Identity. Why is this important?
Business and marketing experts urge small businesses to “brand” their businesses with a logo and consistent marketing materials — a brand identity system.
A small businesses brand identity is crucial to the validation and survival of any company. You will hear from all marketing executives you need a brand identity, but they rarely explain the reasons behind this advice. A logo and consistent marketing materials can increase sales and revenue by conveying the following impressions.
A logo and professionally printed materials show that you are committed to both your business and your clients. It also makes you look like you’ve been around for some time and are stable.
To attract more clients. Some clients look for a well-defined company, and “look and feel” may be one of their criteria in making a purchasing decision. Others are “wowed” by professional-looking materials, and your logo may impress them into buying. A small businesses brand identity can go a long way when constructed carefully.
A logo makes you look experienced and professional and can go a long way toward making your business appear credible. And, if you’d like to be known as an expert in your field, this type of credibility is the first thing you have to establish with your brand identity system.
To be more memorable. Forty percent of people better remember what they see than what they hear or read. So having graphics associated with your business and having consistent graphics on your business materials make you more likely to come to the forefront of potential clients’ minds when they need your goods or services.
To stand out in your field. A well-designed logo and brand identity system can put you far above the competition, especially if paired with a strong marketing program.
Home-printed business cards with perforated edges or cards printed with standard designs available through Microsoft software or online business card vendors scream “small-time vendor” to your potential clients—and that is how they will want to compensate you. You want your brand identity to say remember me.
To improve your chance of getting venture capital or selling a business. Your business will look more complete if you present a well-rounded business package, including marketing materials and graphics your brand identity will blow your customers away.
You are your brand identity. To brand yourself, especially if you are a consultant, you need a logo to build an image and a brand that is bigger than your identity. If you’re running a more significant business, the logo will begin to create a “brand” or “face” for your business and to personalize the more significant business entity.
You may not have been in business “since 1908,” but if you have invested in brand identity, you are much less likely to fold in the eyes of your customers. It goes a long way toward building that all-important “trust.”
To explain your company name. If your company name contains a little-known word or an acronym, the logo can give visual clues to its meaning.
A difficult-to-pronounce or hard-to-remember company name may make it challenging for your clients to hire you. Potential clients might not recall who you are when they need your services. But if you reinforce the name with attractive, compelling graphics, they are more likely to remember you, pick up the phone, and hire you.
The way to achieve this is with a unique brand identity system.
To describe an unusual line of business. If your business is nontraditional or in a hard-to-explain industry, a logo can help explain exactly what you do by offering a visual reference.
A well-designed logo can have many subtle meanings and can begin to tell the story of how you do business, including the special practices that make you stand apart from the competition.
To comply with expectations. In some industries, a logo is just expected. In the creative services industry especially, having a logo is an industry standard.
To show your commitment and for a sense of personal pride, it will add to your practice. In other words, do it for yourself.
A logo will increase your confidence, showing through in all your business interactions and practices.
These benefits will boost your business and your confidence, so start thinking about developing a logo and identity as soon as possible.