What is branding? Is it worth it for the small business owner ...

Why can babies identify the Mc Donalds' "M" as soon as they can talk? ?Why does a red bulls-eye graphic immediately bring Target to mind? ?The answer is branding. ?These companies have spent a lot of time and money to ensure that you recognize them instantly when you see their logo, taste their french fries, or hop over a big, red ball at the store's entrance.

What is branding?

Flickr: Pocheco

Branding is the practice of making it easy for a customer to remember your business.? It works by enabling the customer to more easily recall experiences that he has shared with you and your company by engaging sensory memory at each point of contact.? Gulp: what the heck does all that mean?? That means that if you are intentional in the look, feel, smell, sound, and taste of your business ? and if you stay consistent in each of these areas ? it is easier for customers (and potential customers) to remember you.

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Uncover your Brand

Certainly, the first thing that people think of when they hear the word "branding" is that they need to rush out and create a logo. ?Yes, the logo is a key part of the brand, but the process of branding actually starts much before you hire a graphic designer. ?

Given that your brand is a representation of your business, through color, image, sound, or scent, you must start by becoming clear on how you want to represent your business. ?What is the impression that you want customers to come away with? ?How are you setting yourself apart? ?What are the few words that you want your brand to convey? ?Are you thinking of your business as playful, serious, clean, expert, high-end, simplistic, or homemade?

After identifying the way you want your business perceived, then you can start to chose the colors, fonts, jingles, logos that reflect this perception. ?These are the items that you'll reuse again and again in your marketing materials to provide that memorable consistency.

Implement your Brand

Now that you've defined your brand and its components, it's time to use it. ?Your brand should be reflected in any and all contact that you have with your customer. ?Have you incorporated it into your:

• Facebook page,
• Storefront look, smell, sound,
• Website,
• Letterhead,
• Business card,
• Brochures and postcards,
• Voicemail message,
• Choice of attire,
• Speaker handouts and giveaways,
• Blog,
• Newsletter?

Revival of the Purple Phone

Any good service provider ?walks the walk,? right?? Thus, I have revived the age old purple phone.? To answer the number one question that I get asked when I introduce Purple Phone PR & Marketing to new people,

?Do you actually have a purple phone??

?YES.? I do again have a purple phone.? ?

Wrapping It Up

Even if your aim isn't to be known by babies nation-wide, you certainly want potential customers to think of your business and have good thoughts about it anytime they come in contact with a reminder - your logo on Facebook, the scent of your store, the texture of your packaging. ?When they do, they are more apt to pass along your information or come back to buy again! ?Now, as a small business owner, you definitely want that to happen, right? ?

I wonder . . . do you have an identified brand for your business? ?How did you come to it? ?What suggestions do you have for someone just getting strated with their branding?

Source: http://www.purplephonepr.com/purple_phone_pr_marketing/2012/11/what-is-branding-is-it-worth-it-for-the-small-business-owner.html

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