7 Branding Tips for Small Businesses
These branding tips come courtesy of Sony Electronics, Inc.’s Gemini Babla.
Many entrepreneurs think of branding as something done by only very large companies, like Mercedes or Nike. However, branding is done by all companies, regardless of size — the only difference is how actively they do it. For small businesses, taking an active approach to branding is critical, and especially during a tight economy, says Gemini Babla, Director of Creative Services who oversees branding initiatives for Sony Electronics, Inc. in the USA.
A brand is the set of impressions people have about a company that they may have gained through its advertisements and other communications, the experience of buying and using the company’s products or services, and the interactions they have with the company itself. Companies manage their brand through careful presentation of an image to create a favorable perception and to differentiate themselves from their competitors. Babla, who oversees Sony’s internal and external brand activities, offers seven easy and inexpensive strategies to help small business owners develop their brand — and improve their bottom line.
Define your brand
If you haven’t already, draft a one-page description of your business. It helps to get an outside perspective; ask people who interact with your company about their perceptions. How would they describe it? What do they think you do? What do they like about it? How do you compare to competitors? Are there things your company could improve? Then, write down what your business stands for. “This is your value proposition. You need to make it your brand mantra,” Babla says.
Coming from a family with several members who own businesses, Babla can relate to a small business owner’s needs. Her father is a SCORE counselor, and her parents own an art gallery. “They’re known for exceptional service and a specific style of art. Those things don’t change.
What defines your business shouldn’t either.”
Conduct a brand audit
Once you’ve defined your brand, examine every component of your brand — for example, your logo, business cards, signage, website, on-hold messaging and email signature — and make sure they are consistent with what you want your image to be. “Sony places heavy emphasis on consistency, because that consistency creates credibility in the mind of the consumer.”
Keep your brand top of mind
A down economy is the time to re-affirm your value proposition with your customers and prospects. “Keep your company and brand top of mind. The economy will turn around eventually, so you want to be the first choice when they’re ready to buy,” Babla says.
Use Web 2.0
Branding and Web 2.0 go together well; branding is reinforced through social interaction, and Web 2.0 is social media. Use Web 2.0 — blogs, forums, wikis, etc. — to create a conversation with consumers or key stakeholders, and to demonstrate the unique value you provide. But “don’t just talk about yourself,” says Babla. “Let the content be user-generated. Blogs enable dialogues, which tell companies what to change.”
Live the brand
Your employees are the biggest stewards of your brand. “Branding is as much about your people as anything else. The best interactions come from one-on-one conversations between executives, employees, suppliers and customers,” Babla says. “Employees who are engaged with your brand management philosophy will become brand ambassadors for your company.”
Measure your performance
Brand measurement can be done, but it’s tricky because brands are emotional and emotions/intangibles are hard to measure. “We have a number of tracking mechanisms at Sony Electronics,” Babla says. “We measure our communications and track brand recall, but we also look at our brand health through perceived association and brand loyalty as part of our long term assessment. You can also talk to your customers and your employees to gain insight.” Because branding is a long-term effort, it may take up to six months before a small business will see results from a concerted effort.
Don’t stop
Don’t abandon your branding efforts, even when times are tough. This way, you’ll be ready when the economy rebounds, and consumers will remember you were there.
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