About 543,000 new businesses launch every month in this country, according to the Small Business Administration (although, more shut down each month than start up). With so much competition, how will you help your small business get noticed? Part of the answer lies in your branding efforts—how you use your business’s name, signs, symbols and design essentials to identify your products or services and differentiate them from the competition. Here are the essential branding elements your small business needs, along with some expert resources to help you get started on them:
The Name
Most people think a brand is just a catchy name, but it’s not. Forbes defines your brand as the perception people hold in their head about you, a product, a service, an organization, a cause or an idea. The name is definitely important, but it’s just one part. You want something memorable, something that isn’t too difficult to pronounce or associate with the product. For tips on how to brainstorm a great name, check out this Entrepreneur article.
The Slogan
A great slogan is both creative and simple. It should expand the brand but be short and catchy enough to be remembered easily. So keep it short and sweet. Some of the best and most widely known slogans are between two and four words. “Just do it” (Nike), “Save Money, Live Better” (Wal-Mart) are just a couple of examples. Visit Inc.com for a deeper look at how to come up with a good slogan.
The Logo
Your logo is the visual expression of your company. Take, for instance, Apple, Inc. The iconic image of the profile of an apple with a bite taken out of it is one of the most recognizable in the world, but it was not the first logo created for the company. According to Apple lore, the first choice depicted an image of Isaac Newton sitting beneath a tree reading a book with the iconic apple hanging above his head as if poised to fall. While dramatic, it was also overly complicated. Again, simple is better with logos. The main key is to get the image out there and include it with all your correspondence. Make sure everyone associates your logo with your company. For help getting started with your logo and a variety of templates you can try out for free, visit Logo Garden.
The Next Step
Without the above in place, things like business cards and brochures become erratic and unmemorable. The more time and detail that can be allocated to branding your business the better, taking into account everything from logos and color to slogans and photography. Remember, your brand is a kind of agreement to the world; it is the visual and auditory representation of who you are as a company. Take the time to make sure it conveys the right message for you. If in doubt, consult a branding expert. The American Marketing Association can make a recommendation.
