If you are business, even a small one, branding is very important. Yet, building a brand is something very few companies think about, and even those who do so often decide it is not that important. Therefore, first we will briefly consider why your branding is something you need to look after.
The first thing to consider is what large successful firms do. Think of a specific firm. Now close your eyes and see if you can picture their logo. Nine times out of ten, you will be able to do so. Now go online and find a smaller, less well-known, company who offers a similar service. Do you recognise their branding? The chances are the answer is no.
A logo is only a small aspect of a company’s brand, but it is an important part of that branding. The chances are you will also be able to recall a successful company’s strap line, colours and fonts. In addition, you will be able to think of words that describe the style and ethos of that company, and even be able to identify the events they would sponsor from a list of possibilities.
The reason all this is possible is that all successful firms take branding seriously. They have all deliberately developed their branding. A strong brand is not something that happens by accident it takes work. Their efforts mean you know them and, importantly, remember them.
Small Firms Need Branding Too
If you are in business, you need to develop a brand. Most people make decisions based on what they see, not what they hear. You can go through a convincing sales patter, but much of what you say will not be remembered a month later when the actual buying decision is made.
A company with a strong visible brand is far more likely to pop into the mind than one with no brand. This is just as true for glaziers, plumbers and independent solicitors as it is for multi-national firms. Even in a small town, there will be several service providers all competing for business. The decorator that brands his vehicle, paperwork, advertising material, equipment and work wear is the one that will pop into someone’s mind when they need to get their house painted. The decorator with the plain white van, out of a box website and plain newspaper ads will simply not be remebered.
If you need help to design and build your brand, contact Zero Above. We specialise in branding and online promotion.
