What We Do

Small Business: Brand or Be Branded

(August 24, 2009)

You've been planning your new business venture for months, maybe even years and you can't wait to get out there and pound the pavement. However, no matter how eager you are it's essential that you have determined the type of personality your business has before one is created for you. If you don't go about the process of creating a personality, or brand, for your company, one will be created for you. Here are some tips to get you started.

Start with two lists. One should contain words that describe your company's current personality; the second should describe the company you want to be. They might be similar lists; in this case, they'll help you to focus on consistency as you grow. If they differ, you can make a conscious, concerted effort to move toward the brand you envision.

Determine what your company looks like. From website design and taglines to colors and logos, make choices that work together to build your brand.

Live your brand throughout your organization. It cannot be an act. You have to make sure that you can easily carry it off in everything you do, from marketing to advertising, client service and employee relations. Most important, give your team the resources they need to make this happen-otherwise, they'll devise ad hoc solutions that might send the wrong message about your brand.

Any time someone comes into contact with your company, whether through written materials or personal communication its intended personality should come through every single time.