Branding Matters

Written by Jenn Dobransky, Midcoast Microenterprise Specialist

The keys to brand success are self-definition, transparency, authenticity and accountability.
– Simon Mainwaring

I am in good company when I emphasize how important it is to create a solid brand in your small business.

In a nutshell, this means taking the time to think about the image you want to present to the marketplace.  Do the market research to find, attract, and understand your target customer.  Too often small business owners don’t want to exclude any particular group of customers. As a result, they create a generic brand or none at all.  They learn soon after launching that they are not reaching the customers that they hoped.  If you try to market to everyone, you will end up marketing to no one.

Sweat the Small Stuff

When it comes to creating a successful brand, it is important to sweat the small stuff – as in- the details. Don’t create and print your business card and other marketing collateral at home. Budget for a marketing professional who will help you brand in a creative manner to get results. Use colors and fonts that attract your target customer. Even the paper you use for your marketing collateral can make a statement.

I met with an arborist recently. I noticed that he printed his business card on a heavy recycled linen stock.  It was clear to me that the choice of paper stock was deliberate. His branding materials aligned with his commitment for caring for trees.

Take care in creating your business brand, and you will see the impact in your sales and success. It is important for you to package your product or service in a beautiful way and present it with joy, care, and love.

Next Steps

If you would like to learn more about starting your own small business, check out our upcoming tuition-free workshops and classes.