Small businesses often have small budgets, so consequently we hear a lot of business owners asking if they really need to invest in developing a brand. Here is our bottom line: your brand (your reputation) will be developed with or without you taking the lead. The real question you need to ask yourself is do you want your reputation to rely on what competitors, prospects and customers (happy and not happy) claim your business to be? Our guess is that the thought of putting the future of your company in others’ hands is probably not a risk you can afford. So, back to the question of should you invest in a brand? Our answer is wholeheartedly YES! We believe the money you invest in developing an intentional, consistent and cohesive brand now will pay dividends in the near future.
Your brand has the power to accelerate your business, and is one of the strongest tools that you have as a business owner. Your brand will influence who will trust you (to buy from you), how much they are willing to pay for your service AND what they will tell others about your service or product. A quality brand will resonate from the inside to the outside of your organization making an emotional connection with your ideal clients and stakeholders for your business.
Keep in mind, brand development is much more than just creating a logo or a name; proper brand development should include a review of market opportunity, aligning strengths and weaknesses of the business, core message development, a brand personality identity, and creative direction.