Branding BasicsFOR SMALL BUSINESSES

What is branding?

“Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors.

Your brand is derived from who you are, who you want to be and who people perceive you to be.”

-ENTREPRENEUR MAGAZINE

Points to consider

How do you want to interact with your ideal customer?

Who is your business’ ideal customer?

What appeals to your ideal customer?

Is your logo your brand?

ENTIRE CUSTOMER EXPERIENCE

How do your clients or customers...

How do your clients or customers...

Access your company digitally?

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How do your clients or customers...

See (or hear) your company or organization in advertising?

Interact with you and your staff?

Experience your products or services?

Common Branding Mistakes

Not identifying with your target audience.

Using clipart for your logo or branding elements.

Inconsistent Branding

Not living up to a great brand

Not identifying with your target audience.

BARKER & DALLANDC E R T I F I E D P U B L I C A C C O U N T A N T S

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Great brands set the expectation for great service.

The perception of your company’s anticipated level of service or product begins with the branding.

Build a great brand—and people will expect to get great service. And they’ll more than likely pay a premium based on that perception. A properly designed brand, integrated across all touch points, allows you to control the message sent to your customers.”

-DAN ANTONELLI, BUILDING A BIG SMALL BUSINESS BRAND.

Question time.These questions provide insight and the answers should be helpful in determining whether or not your branding works, could use some improvements, or needs a complete overhaul.

Company/organization details

• What is your company/organization/product name?

• What services or products does your company provide?

• Why should I choose your company over your competitors?

• How long has your company been in business?

• What are the strengths and weaknesses of your company?

• Who is your main competitor?

Preferences

• Where will the logo be primarily used?

• Inyouropinion,whatdefinesawell-designedlogo?

• What words or icons must be included in the logo?

• What logos do you like and why?

• In your opinion, what is the primary purpose for a logo?

Target Audience

• Who is the primary target audience?

• Who currently uses your product the most?

• What are your main forms of advertising?

• What is the average income level of your target audience?

Thanks for WatchingBRANDING BASICS FOR SMALL BUSINESSES

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