Advertising & Marketing
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Take Action to Brand Your Business

Some small business owners believe they can stand out with just a great product
and exceptional service, and that they are too small to create a “brand.” But to
set your business apart—no matter how small—branding is a vital strategy in
today’s competitive marketplace.

Buyers have short attention spans, so you need all the tools you can get to help
them remember who you are. Every business can benefit from branding, right
down to the independent contractor working alone.

In fact, some marketing experts say that branding and marketing go hand-in-
hand. “If you can build a powerful brand you will have a powerful marketing
program. If you can’t, then all the advertising, fancy packaging, sales promotions
and PR in the world won’t help you succeed,” says Laura Ries, president of Ries
& Ries, an Atlanta-based marketing firm.

Almost anything can be branded, including you. But branding is complex and
involves the customer’s total experience with you, your product or your service.
The most effective branding combines both online and off-line elements. The
Web offers tremendous opportunities for promoting your brand, through low-cost
search engine ads or interactive features on your Web site.

Keep in mind that the best brands tend to tap emotions and appeal to a person’s
natural need for involvement. Be original in identifying your brand identity—the
thing that truly sets your small business apart. Everybody touts quality and
service, for example, so look for something that’s really different. If you are
having trouble pinpointing a branding message, try asking your customers what
they need from you the most. Then base your brand on that.

Your brand should also last a long time, so avoid elements or catch phrases
linked to trends likely to disappear or become outdated. Simplicity is also a
virtue in your branding message. Buyers are overwhelmed by excess
information. Too much information confuses your brand message.

The 22 Immutable Laws of Branding by market guru Al Ries and daughter Laura
is a smart and accessible book on branding that includes 11 Immutable Laws of
Internet Branding as well. Another helpful book is The Brand Called You by Peter
Montoya, which offers ideas and advice on how entrepreneurs can promote
themselves, personally, as a brand. In addition, a Web site created by branding
expert Martin Lindstrom has an extensive library of branding articles. Visit www.
martinlindstrom.com.

To learn more about branding and other marketing matters for your small
business, contact SCORE "Counselors to America's Small Business." SCORE
is a nonprofit organization of more than 10,500 volunteer business counselors
who provide free, confidential business counseling and training workshops to
small business owners. Go to www.scoredm.org on the web or call (515) 284-
4760 between the hours of 10:00 A.M. and 3:00 P.M. Monday through Friday.