Building Your Company Brand
Sunday, November 19, 2006
What is branding? Your small business needs an identity - your identity is based on your company strengths. Your strengths are the values your service provides better than any other company (your skills, your prices, or your customer service.) When you know your service's strength, you want to promote this strength to current and potential clients.How do you promote your Company Brand? You must let people know about your company strengths everywhere you have a presence and it must be consistent. Your company logo, name, and even your colors and fonts should be present and look identical on all of these sources:
- Business Name
- Business Logo
- Business Slogan
- Showroom
- Signage/Company Vehicles
- Uniforms
- Website
- Yard Signs/Door Hangers
- Business Cards/Letterhead
- Tradeshows
- Advertisements
If your company strength is your excellent customer service, for example, you need to preach this to every customer in all of these places. Your slogan should have your customer service promise: "Ed's Plumbing: We're Always Ready to Help - Night & Day!" It would even be great if everyone answered your phone by saying, "Ed's Plumbing -- I'm here to help! Night and day!" Because it reinforces your service's brand and people will return to you, refer you, and sing your praises. That's what keeps your business going strong.
