How To Define Your Business Brand and Why It’s So Much Bigger Than Your Logo

Brand.  That’s a term we, as marketers, love to use but sometimes aren’t so good at explaining.

And to small business owners, great at what they do, but struggling to reach and retain customers, how they think of their brand and its impact on their business can make a big difference.

But first things first – let’s clear the air.  Your brand is not your logo.

Seriously? 

Really, it’s not.  According to Small Business Strategist Barbara Findlay Schenck, a brand is a set of beliefs, a promise, that consistently communicates a set of positive characteristics that consumers can relate to your business.

Simply put, it’s what people think about your business when they encounter it in the marketplace.  It’s the impressions that you make, good or bad, that will spring to mind when triggered by the experiences you create through tools like your website and promo items, that have your logo on them.

But it doesn’t stop there.  What consumers see in search results, read on your social media posts and emails, and experience when personally interacting with you and your staff also give consumers some insight into what your business is about, what it stands for, and most important to consumers – what it can do for them. This is your brand.

So it’s fair to say, as suggested by Schenck, that your brand lives in the consumer’s mind.

Still not convinced?  Think of it this way.  The word brand is derived from the Old Norse word “brandr” which means to burn or make your mark – which is exactly what you’re trying to do.

How can you do it?

Glad you asked. So many factors pour into defining your business brand, which is separate from your personal brand  – that’s another post.

Use these insights as a guide and you’ll be well on your way to etching your business into the minds of your target consumers…

Figure out the personality of your business and embrace it. 

If you think of some of your favorite brands, there’s something more important than price that draws you in. There’s a personal connection that transcends facts and figures and makes you feel the way you want to feel when you experience it.

Remember, your brand is an emotional set of experiences in the mind of the consumer.  Your ability to humanize your business by clearly defining and embracing its ‘personality’ gives you a chance to make it likeable.

People do business with people they like, right?

Consistently be where consumers are with a good message. 

And they’re online.  Are you?  Building an online presence is a minimum requirement these days and it can be as simple as starting a WordPress blog or building a free website.

In fact, Google offers free resources for small businesses to get online through their Get Your Business Online with Google program.

But as cool as all that is, don’t neglect offline activities. Printed marketing materials, promotional items, in-person interactions, store/office atmosphere, and yes (finally) your logo, should all point back to your business personality.

Being consistent in the messages you send through these channels will help you earn credibility and trust, thus enabling your brand to build positive sentiment and awareness in the marketplace, making it easier for consumers to recall your brand during the buying process.

Overwhelmed?

Don’t be.  Keep in mind that building a strong business brand takes time.

But if you commit to sending messages that demonstrate your brand’s personality, value, and why people should care on a consistent basis, it’s only a matter of time before consumers take notice.