Your Small Business Committee Needs These Branding Tips
Whether you work by committee or run your business as a benevolent dictatorship, branding is always an issue. Committees often discuss branding issues deep into the night—each member voicing a different opinion based on their personal experience and opinions. Yet few members of any given branding committee really have looked at the research. For instance, let’s look at three always-controversial branding issues:
- The logo. So many small businesses have agonized over their logo only to find that their ultimate design solution doesn’t help their business one bit. That’s because the logo doesn’t matter. What matters is that your logo is present on every single form of communication you send out. What it looks like is almost irrelevant to creating brand recognition.
- The website. Don’t skimp. Hire a pro. The website should reflect the image of your business. If you are a financial firm, your website should be businesslike, if you are an artist, it should be creative. Your website is as important or more important than your actual store front, so work with a designer who knows your business from mission to vision to concept.
- Write a corporate overview. This overview is going to give you some quick blurbs you can use to describe your company. It should not be longer than a page, and within it, each paragraph should be concise and informative. When confronting investors and clients you must be able to sum up your business in a few short, yet inspiring, sentences.
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