Top Misconceptions on Branding for Small Businesses
No one gets into business to run a mediocre business; they start their entrepreneurship journey to build a better business and maybe even become the very best in their industry.
Most get to work building their business, securing social media account handles, doing good work for their first few customers and clients, and clarifying what their business does through word of mouth with friends and family.
Most, however, do each of these steps with surprising inconsistency. This inconsistency drives a lack of clarity both for the business owner and for their audiences. It makes something feel off about the brand experience.
Because consistency demands commitment, many business owners lack the motivation to get truly consistent — to truly know who they are and what they stand for as a brand. Most don't see how the key to building authority and loyalty with a customer base is being consistent and reliable but not boring or predictable.
This is where branding comes into play, but most business owners don't even know what branding means. Business owners won't capitalize on securing market share by going at it with a DIY strategy and not working with specialists and strategists. But DIYing sounds a lot easier than overcoming some major misconceptions surrounding branding.
Top Misconceptions on Branding for Small Businesses
There are a series of statements and insecurities surrounding branding that have permeated society and small business owners’ and entrepreneurs' minds. These statements hinder even the best of us from getting the proper help and professional support to execute big goals. Don't let them hinder you.
Misconception #1: "It's just a logo. I can do that myself."
It's most definitely not just a logo. Though you may be able to put one together yourself, working with branding specialists will help you define what that logo should look like and why it should look that way. Your logo should be an extension of a broader brand strategy that encompasses a big vision, core values, and a distinct voice to break through the marketplace. A typeset logo in a good-looking font only goes as far as the strategy carrying it.
Misconception #2: "It's only for large companies; I'm just a small shop."
Branding is not just for large companies. Branding is a consistent practice of creating alignment in all areas of your business, both public-facing and internal. Small shops benefit significantly from a well-crafted brand strategy and visual identity. It helps create buy-in and recall with core customers and enables you to stand out against big-box retailers for new customers looking to shop locally.
Misconception #3: "I'm not selling a product."
Then branding plays an even more critical role for your business. Products have the benefits of packaging, placement, and customer reviews to sell their brand story. As a service provider, you have an even more significant hurdle to cross: creating recall and carving out market share for your business. Branding is the core tool to help you cross that hurdle.
Misconception #4: "My business isn't big enough for branding yet."
This is the only misconception that might be true. Good branding is an investment and requires both time and monetary commitment to get it done right. But the size of your business shouldn't tell you when you're ready to work with brand specialists. You can take brand-building steps to create alignment and show consistency to your audience. Start small if you must, but don't wait to start.
Eliminating the Branding Misconception
Entrepreneur Magazine defines branding as "the marketing practice of creating a name, symbol, or design that identifies and differentiates a product from other products."
While that's true, branding encompasses so much more than that. Branding is how you set yourself apart from the competition, how you distinguish yourself in a saturated industry, and how you build loyalty with your existing customers. It's the combination of countless business efforts, including identity design, advertising, research, naming, packaging, strategy, product design, public relations, culture building, and so much more.
Branding is not flashy design trends, graphic design, or a complicated comprehensive integrated marketing plan.
Branding is the real and tangible foundation of your business's identity, your business's voice, and the development platform to connect with your customer base. Branding is authentic and scalable, and the customer can tell when it's not. Consistency in knowing who you are and sharing a consistent will generate more customer loyalty over time, even if you change over time.
How to Build a Brand as It Evolves
Your brand will undoubtedly evolve over the course of your business. Still, the critical piece is showing up consistently and authentically in a memorable and tangible way.
Imagine your brand as the way you dress to prepare for an interview. You may be new to the industry and have never interviewed for it before, but you're not going to show up without putting on a nice outfit and bringing a clean résumé. Your business shouldn't be wearing pajamas to a board meeting.
It's not too late to begin, but it's also never too early to start.
