Creating an exceptional small business brand

What do you want people to think of when they hear your company’s name? Of course, you want a strong, positive impression to come to mind. However, whatever they think of, good or bad, that is your brand.
Branding is vital to all businesses, but to the small business especially because branding is what enables you to stand out from the competition. After all, if you and the person down the street are selling the same product, what is it that distinguishes your business? The answer is your brand. Your brand should communicate to potential customers why they should choose you.

Step 1: Customers choose you and your brand, for the most part, based upon your promise to them. Your job therefore is to think carefully about what your promise is:

Nike promises stylish products that will help you successfully get and stay in shape. Nike often uses big stars to promote its brand, backing up the success message. Nike’s slogan, “Just do it,” introduced back in the 1980s, has proven to be quite enduring. One thing that makes it great is its simplicity. This memorable tagline really does convey the corporate message.

So, what is your promise?

When your promise dovetails with the customer’s needs, they will choose you. Do you want a cool place to hang out and get a great cup of coffee? Then the promise of Starbucks is for you. But if you just want some quick, inexpensive coffee, then maybe driving through McDonald’s is a better fit.

So, you need to make sure that your bra

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