Like it or not, if you own a business you wear many hats including marketing. You may not have gone to school for marketing but your business growth directly depends on how you perform this inherited task. The first hurdle to overcome is how to look big. Looking big instantly sends the signal that you are not a "fly by night" company, are trustworthy and established. Who in their right mind would trust their money to a bank named Fred's Bank? However, (and I hope this example isn't a real bank name) First Trust Bank instantly sets your mind at ease. How our customers perceive us is key to establishing a loyal customer base. Branding is just that; how customers perceive you.
Let's take a look at some big name players. The Target Bullseye © never wavers throughout print and digital media. The color is the same red on TV as it is in the Sunday sale paper and it has become so well associated with the store that it can stand alone without the word Target appearing with it. The same goes for other well branded companies such as Nike. The key is consistency throughout all channels of media.
Small business start ups typically have limited resources to devote to design and building a brand. There is nothing wrong with starting out with a template website and a business card. However, the look and feel of both print and digital branding must convey " I am the same business". This can be accomplished by using a well designed logo on both, the same color treatments throughout, the same fonts, and a consistent message, slogan or theme. Repeat the use of elements from an iconic or graphic logo to add continuity which will start to build your brand.Your brochure should look like your website. Your website should look like your signs. Whatever you decide to use in your marketing plan, be sure to define yourself. Your customers will feel at ease and you will look like you have been in business for years. Don't neglect the one thing that will set you apart from the competition; your identity!
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