Inside Small Business | Small Business & Home Business Marketing

Branding Your Brand

Stephen Wright, Wright Graphics

Logo design companies supply your logo to you in many different formats for consistent and easy use across different media e.g. web, print. But the challenge is how to tackle brand-building. What is the strategy for small business? Here’s a scenario to consider - You have your new logo, you can start the marketing now, right? Wrong!

It takes more than just a logo; you need to brand your brand. Let’s start with a typical small business situation: you know you’re different and can do a better job than the competition - if given the chance.

But first impressions count. You need to be seen to gain recognition and build your reputation. In a crowded market a couple of seconds is all you may get! So how do you communicate all the benefits of using your services to your target audience? A strong, relevant logo supported by recognizable branding which is achieved using color, typefaces and imagery - that are relevant to your company or services. Importantly there are 3 rules we apply when branding a company:

1. Consistency

2. Consistency

3. Consistency

Repetitive branding will build your brand, to brand your brand, i.e. create effective brand awareness of your company or services. To maintain this consistency you will need to have and follow a style guide. This is a simple, easy to understand guide to using your logo, colors and fonts - and maintain consistency in your branding approach whether it’s for a business card, flyer or a sign outside your shop.

I would suggest that you employ a designer to help you devise a style guide, one that has a strong portfolio of corporate design, because the basics are the same for any company - be it large or small. Your style guide will be worth spending money on, because as you grow your business it will be your roadmap to branding success. Basics like consistent use of color and shape will all become even more important as you grow! With the right style guide you will be able to manage effective and consistent branding across all your marketing.

Stephen Wright is a leading branding and corporate communications designer and manages his Sydney Graphic Design firm Wright Graphics on Sydney’s Northern beaches. http://www.wrightgraphics.com.au

Related Topics: Advertising, Branding, Design, Marketing    2 Comments    

Standout Design Improves Small Business on the Web

With billions of pages on the web, what sets yours apart? As a small business it can be hard to compete. The web seems more like an ocean; billions of fish, every size and shape, all trying to survive. Where do you fit in this ecosystem? What is your niche? What will you do to survive? How will you climb the ecommerce food chain? Fish use adaptations such as camouflage, protective coloring, and poisonous spines to protect against predators. Growing businesses use unique design and branding to get ahead of their competitors.

“A visitor will decide if they will read on within the first 10 seconds on their first visit to your website.” That’s why SmallBusiness.Logoworks.com is recognizing small businesses that look big with the “Bizignees Blog Awards.” We’re building a resource to include:

• More articles and information on starting and running a small business from notable bloggers who utilize great design
• A look at small businesses with inspirational web branding
• Your connection to the small business community

Business blogs and websites will continually be nominated and a new winner will be chosen every week. Check back for new submissions and winners. We’ll be uncovering some of the best (designed) business resources on the web.

Do you know of a site that’s designed to get noticed? Contact us to nominate a business blog with quality content and a great design. Or, submit a small business site with standout branding. The submissions will be reviewed and considered for recognition by The Official Bizignees Blog Award.

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