Why branding matters to your business: whatever its size

May Marketing MD and Owner Nicola Denny shares why branding matters to your business no matter what size you are. 

Many small business owners think of larger organisations when they think of branding, so they may not even see their business as a brand.

If you have a business, you have a brand. It’s certainly more than just a fancy logo.

A good way to identify your brand is to consider what kind of impression you give clients or customers. For instance, how do you talk, relate and position yourself to your customers?  Getting it right can help make your business whilst getting it wrong can break it.

How can a small business get it right without breaking the bank? Step back from your daily demands and understand what your customers really want. Deliver it consistently at every touch point – from your logo and website to answering the phone.

It’s about developing a brand personality that your customers can relate to, one that demonstrates you understand their needs. As a result, they’ll come back for more.

So if you’re starting up a business – or you want to grow – don’t rush off and spend valuable time and money developing marketing materials. First, think carefully about what impression you want to make and how you can present your business in its best light.

Ask yourself:

  • How can I stand out from my competitors?
  • How can I demonstrate that I understand my customers’ needs?
  • What gives my business credibility?

Use the answers to these questions to select words that define the personality of your brand. Write a list of every touch point you have with customers. Then think about how to really make your brand personality come through at each point to maximise engagement.


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