FROM THE BLOG
Branding: It’s not just for big firms anymore
Posted by Tarah Carlow on March 4, 2015
Actually, it never was. I would actually argue that branding is way more important for a small firm than anyone else. Since branding is really all about making yourself memorable and it’s the small firms that get lost in the shuffle, it makes sense to pay attention to this.
If you are part of a small firm (or even if you aren’t) here are 5 things to consider about branding that you may not be thinking about now.
1. No ADHD.
You must focus your branding efforts on a few key concepts. You cannot expect to demonstrate that you are all things to all people and that it will stick. The more you dilute your message with too many things, the less important and memorable it sounds. If you are a small business owner or salesperson that feels compelled to go through your spiel every time you talk to someone; STOP. There is a time for selling and a time for branding.
2. Branding is not just how pretty something is.
Effective branding should reflect the core values of your business. It demonstrates what you stand for and what is the heart of your business. Both your imagery and words should demonstrate this.
3. Less is more.
You have to stick with the same imagery, the same colors and the same message in everything that you do. Any deviation from this consistency practically takes you back to zero. Resist the urge to change just for the sake of changing.
4. Reign in your salespeople.
There is a good chance if you have multiple salespeople that they are each telling a different story. This can undermine your branding efforts. Every single person in your company should be telling a consistent story and every single person should be using materials with pre-approved branding elements. Let me say this again. Every. Single. One.
5. Logo=branding. NOT.
Is it a part of your branding package? Yep. Is it the be all end all? Nope. Just as important as the logo are a consistent color scheme, a website and brochures that have this color scheme and verbiage and talking points with the same personality that is carried throughout all of your other materials. Take what you think should be consistent and go even further. Your font styles, product descriptions and imagery type also make up your brand. See #3 for a refresher if needed. Change for the sake of change is the death of a well-branded company. Refresh? Yes. Change for sake of change? No.
Small firms should pay attention to branding as a first step in building and growing a business. Take care of the details and it will pay off in the long run.
Until next time,
