Use Big Business Branding for your Small Business Pt 1.

business brandingThe American Marketing Association (AMA) defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

But, I hear you saying, isn’t this just for major Corporations that have a Marketing department, and the time to take time considering what their Brand is? No, it’s for every business of any size, and how they communicate with their own audience. The earlier in your businesses’ life that you can uniquely help someone, the sooner you will be looking at business spread and growth. Any business can dominate their community, but it takes some work from someone that completely understands their business to do it. In a small business, that person is probably you.

Start the process into ‘finding your brand’, by asking yourself the following questions: Who you are?  How are you different from others? Who is your community? How do you help solving your communities’ problem?

Your Community

Knowing your target Community is the most vital part of your branding process, if we ignore this we will never reach our target audience. Here are the questions you need to answer about your prospects:

Where are they?

How will you reach each other: Phone, website, social, mobile, or email?

What is the problem what you can solve for them?


Content is very important, as Content is going to talk for you every day. Content should be created/marketed as it builds awareness of your Service, and trust in you as a person and your company.

It also creates fans of what you do. Fans come back over and over again, and they evangelize for you with other prospects. In essence, they become an unpaid part of your sales and marketing force. Word-of-Mouth marketing is the most important type of Advertising there is, so work hard on discovering how you deliver a message to your fans that they will repeat to others.

Most important of all, your marketing effort/strategy runs on content. Plan five or six steps ahead, and ensure that the content you deliver consistently telegraphs your core message. In our next post on ‘Big Business Branding, we will investigate your choice of Marketing channels and how to make the most of them and measure your ongoing successes. Before then, however, start your Branding Campaigns by answering the preceding questions, and make some educated guesses on how your business would benefit from the Big Business approach.

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