Typically when we think of branding we think of large companies with well known brands such as Coke, Pepsi, Nike, Google, Best Buy, Walmart, and hundreds of other big brands throughout the world. Large businesses have spent millions of dollars telling people who they are and building their brand. The thing is, the importance of small business branding is no less than it is for a big business.
To best make the point let me tell you a story about a client of mine Dodge City Automotive in Murfreesboro, TN. www.dodgecityautomotive.com
Brian Wood the owner was referred to me by another client of mine and initially he was just interested in getting some business cards designed and printed for his new business. He was in the process of opening a new auto repair business and he was doing a number of things right. With 20 years working as a mechanic for a local dealership he knows his trade. He found a great building in a good part of town that makes a nice first impression when your drive up. He had already hired someone to handle the front desk and he was bringing in all of the necessary equipment to do the job. The one thing he was missing was an identity.
I did say identity because in many ways your brand is the identity of your business. The public at large will never really know much about the inner workings of your business but something as simple as a logo often becomes the outward identity of the company. When someone is first introduced to your business they can either be introduced to a plain white business card or they can see an image that with time can become synonymous with not just your company but how you do business.
After multiple meetings and hours spent talking with Brian I know that when my car needs repair I’m going to take it to him because I believe he is honest and will repair my car for a fair price. The thing about building a small business brand is that the brand does become the business. When someone see’s your logo on a business card or in an advertisement and that person has done business with you before the logo helps them remember the experience and whether it was good or bad. Of course you want them to remember a good experience but without an image to associate with your company they probably won’t remember you at all. A logo is a simple thing but it can make a powerful impact on your bottom line.
In the case of Dodge City Automotive Brian ultimately made a good decision and let us design not only a logo and business cards for his company but a website as well so that from the very first day that the doors are open he will be building his brand with everyone he meets. That’s an investment in his company that will pay dividends for as long as he is in business. If you’ve been thinking that you need to brand your business better to improve your marketing efforts either online or offline call us at 615-890-3600 or email us. We can help you build an image that tells people who you really are.