A Company Brand is a definitive way of communicating to your customers who you are and what you represent. It’s usually created with the specific intention of helping people to identify your company at a glance. It might be the logo itself, a tag-line, a short slogan - or any other such similar thing. Brand is equally important for both major corporations and small companies. However, the path taken by these two examples is very different, primarily owing to the financial constraints experienced by the smaller organisations.
Most people usually associate brands with big companies, but it’s important to remember that a carpenter tacking up little pieces of paper which show how and where he can be contacted is also a method of branding. So, with this example we can clearly see that branding isn’t just a privilege held by large organisations, because even businesses which are running on a small scale can easily begin to build a Company Brand. Although anyone can build a brand, you really should be fairly cautious about selecting an identity with haste, and if you’re really considering a potential logo for your business - test it, and show as many people as you possibly can before you invest any significant amount of money into its further development. Also, just about any business coaching expert will say that working with a professional to assist you with the branding process will “make all the difference in the world” in the finished design. For instance, building a website and blog or participating in various local business events are all very effective options which can greatly help you with your branding process. So, building a brand is just as much a realisable possibility for small businesses as it is for their big business counterparts.
Though market penetration is often taken as a synonym for effective branding, it should be understood that the number of people who know a brand by sight is just one aspect to be considered when weighing up whether or not you’ve got a really good company brand.
Associations with the people we regularly deal with as part of our business directly contribute to the building of our brand. We all have in our neighbourhood a family business which has been running since - we can’t even remember, and it hasn’t only survived, but thrived. This is possible because of the long lasting interactions which have been developed in their communities. So, a business such as this example is no less exceptional than a large-scale counterpart in terms of truly successful branding.
To conclude, as anyone invoved with management training knows, building a brand is not about trying to make every person on this planet know your logo by sight, but bringing to perfection every possible business related act, right from the way you take an order to the packaging of a box. These things may need some changes, specifically in the way in which your organization operates - but once done, your business will take off in leaps and bounds towards a branding success. Small businesses need to break the mould relating to the concept of branding, and make use of every advantage to the fullest. The myth that “building a brand requires lots of money” and the idea that “large scale market penetration is synonymous with branding” are notions which need to be overcome if an up-and-coming branding success is to be achieved.
Alan Gillies is the Managing Director of the L2L Group, specialising in supplying Executive Coaching, Training and Consultancy Services to Businesses around the World. Want to find out more about these comprehensive business building success strategies? Get Alan’s phenomenal FREE Business Pack right now!
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