10.15.23

Accessing Brand Building

In providing whatever goods, services or creations they do, every business, large or small, should be striving to build a brand. Some think about this and some don’t. Smaller businesses often see it as a less relevant priority. And it’s easy to understand that point of view. Many don’t have the resources, staff, time or energy than to do much more than run their business. Larger businesses are more apt to see the value of branding. However, depending on the size of their market, geographic reach and level of success, still may not put much time into it. Obviously, the “large” businesses being referred to here exclude major national and multinational corporations. For the most part, they dedicate resources and entire departments to building and maintaining their brand at one level or another.

Countless books and articles have been written on business branding and what a brand is. There is no shortage of information or definitions. I’d like to offer one more:

Branding is what you, as a business (or individual) produce, offer or create, that is distinct and unique from others; that meets or exceeds the expectations of your market; and in doing so, creates value for your identity as a business (or individual).

It’s a mouthful, I know, but it touches on the most relevant and universal points of what a brand is about. That said, please note the inclusion of the word “individual”.

We only need to look at the rise of social media over the last 15 years or so to understand the reference to individuals. Social media has become an established and pervasive part of culture. And early on, it evolved from more than just a way to connect. Individuals had a way to essentially become a brand.

Social media is arguably the most accessible and cost-effective way for small businesses to brand themselves. Many see this and do take advantage of it, but not all. They should. Regardless of the size of the business, they should all find ways to get more branding value from social media. In order to accomplish this, think about the concept of the individual again.

A combination of many factors makes us unique as individuals – from our physical traits, to our personality, to our abilities and talents, and so on. How we emphasize and present those factors is what can make us recognizable.

In a similar way, businesses can be unique by first identifying the factors that make them stand out from others. They may have to create some of those factors if need be (i.e. find a better way to do things). Then it’s a matter of presenting that uniqueness in the right way.

Of course, social media is only one avenue for doing this. It’s probably the most accessible for all companies regardless of size, but that’s not to discount all of the other channels branding can be done through, such as general media, advertising, PR, marketing, etc. All of those avenues should be pursued as well to the degree there are resources to do so.

Your brand as a business has a unique, individual identity, and therein lies its value. You just need to find it and let the world know.