Our blog – Brand Building for Small Business – has now existed for two years . . . so the time seemed right to stop and perform some self-examination AND (even more importantly) ask for some feedback.
When we defined OUR brand, we determined that our focus would be providing a useful tool to smaller businesses – the kind of largely under-appreciated entrepreneurs who form such an important portion of the American business landscape. (Also – in retrospect – a group that has been hit particularly hard by the recent pandemic of 2020-21 and in need of every possible competitive advantage that can be made available.) Having worked many years for a company that targeted this same audience (a company that was – in fact – a small, underdog start-up at the time I was hired), Carole and I felt we brought some meaningful knowledge and expertise to the table. Hopefully (two years later), you – our audience – agrees.
In establishing our brand, we also decided that we wanted to have a DYI (Do-It-Yourself) focus – believing that many small business owners would of necessity be taking on the challenges of building their own brands. Consequently, we have tried to offer a blend of the conceptual framework needed to build a successful brand as well as practical tips and instruction. Specifically, we offer thoughts on:
- Identifying your audience
- Establishing (and communicating) the philosophy that guides your development of products and services
- Embodying a strong customer service orientation
- Creating mission and vision statements to serve as a reminder of your brand and your short- and long-term goals as an organization
- Building the visual elements of your brand (such as your logo, letterhead, envelopes, business cards, etc.)
Note: Learn more about these brand “building blocks.”
In fact, we have focused on providing concrete tips and instruction (and sometimes even templates) to assist the budding entrepreneur in being successful in creating a brand without having to break an already tight budget. Basically, we’re trying to share some of the knowledge that we acquired the hard way through trial and – all too often – error! To enable you to avoid some of our missteps, we’ve tried to help you define your brand and create the tools needed to have a unique visual identity. We have tried to emphasize and demonstrate the importance of creating an attitude toward customers that gives real life and substance to your brand and shows that you both “walk the walk” and “talk the talk.”
In addition, we have sought to help you recognize the importance of seizing every opportunity to promote your brand to the public. Toward that end, we discuss some of the many chances an entrepreneur has while still maintaining a DYI focus. For instance, we offer instruction on creating and inexpensively disseminating press releases as well as creating sales collateral, web sites, direct mail materials, ads, thank you cards, editorial calendars, and more. In particular, we have sought to impress upon you the importance of using such platforms to highlight your brand . . . while simultaneously using your branding experience to enhance the effectiveness and results of such opportunities.
About a year ago, we started supplementing our longer, more in-depth, instructional materials with some Quick Tips and Monday Motivational messages to serve as fast, easily absorbed reminders that might help keep the subject of branding at the forefront of your minds and consciousness.
While we have been gratified to watch our audience grow, we are always hoping to reach even more of you even faster . . . and are particularly appreciative when we recognize a regular, repeat reader. You’d might be surprised to know that some of you who have consistently “Liked” our content have actually become quite important to us and are even part of the way in which we measure the success of a specific article. When we have NOT seen you “Like” a post or comment upon our content in a while, we miss you and feel like we have left you down!
All that said, we do plan to keep keeping on . . . but would love to receive some more feedback about how you think we are doin’ so far . . . as well as some requests about where you would want to see us head in the future. Such interaction would be extremely helpful and would better enable us to help you even more. You can use the Comment box below to get a message to us or you are welcome to send us a private e-mail at firstname.lastname@example.org. We promise to consider your input carefully.
Meanwhile, good luck with your branding efforts . . . and keep checking out AND SHARING our newest content at www.brandbuildingforsmallbusiness.com.