FOR SMALL BUSI NESSES

What is branding?
Your brand is your promise to your customer.
It tells them what they can expect from your
products and services, and it diferentiates your
ofering from that of your competitors.
Your brand is derived from who you are, who you
want to be and who people perceive you to be.
-ENTREPRENEUR MAGAZINE

Points to consider
How do you want to interact with your
ideal customer?
Who is your business ideal customer?
What appeals to your ideal customer?
Is your logo
your brand?
ENTIRE CUSTOMER EXPERIENCE
How do your clients or customers...
How do your clients or customers...
Access your
company digitally?
v t 7

How do your clients or customers...

See (or hear) your company or
organization in advertising?
Interact with you and your staf?
Experience your products
or services?

Common Branding Mistakes
Not identifying with your target audience.
Using clipart for your logo or branding elements.
Inconsistent Branding
Not living up to a great brand

Not identifying with your target audience.
BARKER & DALLAND
C E R TI F I E D P U B L I C AC C O U N TAN TS
Unafraid Crayon
Chi l dre n s Ce nte r f or the Arts
Great brands set the expectation for great service.
The perception of your companys anticipated level of
service or product begins with the branding.
Build a great brandand people will expect to get great
service. And theyll more than likely pay a premium based
on that perception. A properly designed brand, integrated
across all touch points, allows you to control the message
sent to your customers.
-DAN ANTONELLI, BUILDING A BIG SMALL BUSINESS BRAND.
Question time.
These questions provide insight and the
answers should be helpful in determining
whether or not your branding works,
could use some improvements, or needs a
complete overhaul.
Company/organization details
What is your company/organization/product name?
What services or products does your company provide?
Why should I choose your company over your competitors?
How long has your company been in business?
What are the strengths and weaknesses of your company?
Who is your main competitor?
Preferences
Where will the logo be primarily used?
In your opinion, what defnes a well-designed logo?
What words or icons must be included in the logo?
What logos do you like and why?
In your opinion, what is the primary purpose for a logo?
Target Audience
Who is the primary target audience?
Who currently uses your product the most?
What are your main forms of advertising?
What is the average income level of your target audience?
Thanks for Watching
BRANDING BASICS FOR SMALL BUSINESSES
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