Small Business in a Big World

September 28, 2010

Common Misconceptions About Small Business Branding

[tweetmeme source=”LilBizBigWorld” only_single=false] There’s no doubt in the minds of business owners that branding is important. How can it not be so? Every blog site which offers small business help has discussed the importance of it at least once in their posts. So it would be a moot point for me to reiterate its importance. What I will do however is provide you with some of the common misconceptions about small business branding.

Misconception #1: It’s all about the tag-line and the logo.

Fact: It’s true, you would be able to get potential customers’ attention with witty tag-lines and probably a psychedelic logo that comes with it. But at the end of the day, let’s just call them what they are: attention-grabbing signage. Branding is not just about getting attention, it’s more about sustaining it.

Misconception #2: A “brand” is your products end of discussion.

Fact: Small businesses grow because of relationship building and maintenance. Your product is just a part of your brand, the other part is who you are as a person, who you are as an entrepreneur. Trust is a very important factor especially if you’re running a small business. Once you’ve established that, you’re sure to double your sales because those customers you have will come back for more plus, they’d tell their friends about you too and how wonderful it is doing business with you. So, you may have a lot of competitors out there but customers would always return to the brand they trust and that is you, your company and your product.

Misconception #3: Advertising would help kick-start your small business.

Fact: Advertisements cost way too much for your small business to afford. Also, if you and your customers are a lot like me, once the ads start, I’d flip the channel. That is if you will be advertising on TV. Make use of your good ole internet connection. Start a blog, create a twitter account if you don’t have one yet (which I seriously doubt), make a fan page of your business on facebook, register on LinkedIn. It’s free and you’d be able to get more personal with your target market (well, as personal as the web can get you).

If you want to get more people to patronize your small business than your competitors, the best way to do it is to let them know who you are. You represent your business, your products and your services. Small business branding is about how you sell your products by how you sell yourself.


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