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Brand your Business: Creating Corporate Identity
Has there ever been a cozy little hole-in-the-wall restaurant that you like to think of as your own? You love the food, the owners know your name, and since the place is never very crowded, you are always entitled to your particular booth of preference. Other regulars also seem to have this same camaraderie with your eatery. Then one Saturday night you pull up to enjoy another great meal at your restaurant, when you realize the windows are dim, the interior is desolate, and a “For Sale” sign looms over the locked door.
Although this situation is unfortunate, it is quite common. Small business owners have a tendency to get so comfortable with their usual customers, and the daily process of maintaining their establishment, that advertising and branding fall by the wayside. Proprietors rationalize that they enjoy status as the local “mom and pop shop” and don’t want to handle a larger business. Big or small, every business likes to keep afloat, and that is near impossible without branding.
The point of having a business in the first place is to provide services for end users. In exchange, consumers will fund the means for more services and you will hopefully make a profit. In other words, this economical cycle is dependent on the customers. Therefore, as a small business owner your main goal is the bring in more customers.
Every business person has the luxury of having spent time on both sides of the cash register. As a customer you know you have numerous shopping options for the array of products you need and desire throughout your daily life. The merchant who gets your money will usually be the one who has best sold you on the combinations of factors which are important to you. Location, price, product quality, service, convenience, etc. are all possible determinants of your buying behavior. You will be affected by your past experiences. You may also be affected by the past experiences of those you trust. This is called word-of-mouth advertising. Overall, if you are unfamiliar with a business, or have heard negative remarks about a business through word-of-mouth, you probably will not trust that company.
Now let’s flip the coin. Say you own a hair salon. A woman comes in for her hair appointment explaining that she’s never had bangs but she wants to try them out. You cut her hair the way she asks and she ends up hating bangs on her face. In an emotional uproar, she rants to her friends and family, berating your hair salon. With a little bit of a domino effect, your hair salon could sink quickly.
Now apply that same unjust situation to your business. It could easily happen to you. In fact, it may be happening as I speak. This is why it is imperative to brand your business. The purpose of branding is to give your company a voice and an image that paints your business in a positive and desirable light. Custom promotional printing such as custom post card printing and brochure printing for example, will allow you to associate positive colors, images, words and feelings with the services of your company. Branding allows you to counteract any negative image that may be created over the years, so that you can reach and appeal to your potential customers.
The goal of branding is to get your company name everywhere, through corporate identity printing. Custom business cards for all your employers are a must. Investing in business card printing is a valuable endeavor. Let’s say you own a home remodeling business. you’re at a friends barbecue over the weekend and two couples happen to be discussing the remodeling they want done on their home. You engage them in conversation and give them your card. You just scored two potential jobs.
Branding helps you establish trust with potential customers. As I mentioned before, trust is an important factor in the buying decision. We want to buy products we trust, from sellers we trust. A recognizable and reputable company image will ensure more customers. This is especially true for product categories which satisfy sensitive needs, such as health products and self image products, as well as big ticket items. Banner printing services, such as indoor banner printing and outdoor banner printing, will allow you to place your company name and logo in areas highly trafficked by potential customers. This positive company reinforcement will hammer home the message so that the next time the customer needs a product you offer, your services are in top-of-mind awareness.
A distinct corporate identity will distinguish your business in the marketplace. It is very rare nowadays to have a business that stands completely alone in its industry. If you happen to own a business that solves a particular customer problem which no one else has ever solved, this is even more of a reason to brand your business! The people must be informed that they have this problem and that you have their solution. Most likely, though, you will have a slew of competitors offering the same type of products. If you do not establish a corporate identity to break through the clutter of the marketplace, your business will be disposable. There is a good chance you will lose customers, and you may ultimately go bankrupt.
Filed under: Uncategorized, Education on March 15th, 2008