Just because we’re a small business doesn’t mean we can’t build ourselves as a big brand.
The fact is, no matter how high in quality our products, services and the manner in which we engage with customers are, what really counts for bringing in new business is how we build our brand. After all, we won’t get the chance to show potential customers how we can help them unless they’re aware of who we are and what we do.
The Intuit Small Business Blog recently interviewed Dan Antonelli, CEO of ad agency Graphic D-Signs and author of the book Building a Big Small Business Brand, on the topic of how small shops can market themselves in a big way. The interview is short and sweet and covers the basics of branding, how logo and design play a role, and what businesses should be doing with regards to social media.
Here’s a snippet:
ISBB: Why is branding important for a small business?
Antonelli: Your brand should be one of the first things you think about. It can make you appear more professional and put you on par with your larger competitors. If all things are equal, the company that’s branded better will instill more confidence in the consumer [and] justify choosing that business over another business.
That last sentence rings especially true: if you’re on a level playing field with the rest of your competitors, potential customers will choose the business that markets and brands itself most effectively. That’s why branding is such an essential aspect of your marketing efforts, and one that should not be overlooked.
Mr. Antonelli is also right in saying that your brand should be one of the first things you think about. Whether you’re a new startup or are revisiting your marketing strategy, branding should be a priority.
Given the importance of this topic, we’d recommend that business owners give this interview a read, even if it’s just for a refresher. Who knows? It might give you the insight you need to break through any barriers you’re currently experiencing with getting your brand name out there.
What do you think? Did you find this interview useful? Do you plan on revisiting your branding strategy? Your thoughts are always welcome, so let us know!