I am writing this article to talk about a wrong notion among small business owners, particularly in the Indian market where we believe that corporate branding is only for big businesses and as a small business owner it isn’t so important to spend time and effort in the branding process.
In this article, I want to share why even the small businesses owners should focus on branding their company before entering the market. But before that let me define what ‘branding’ is.
Branding is the process of creating or selecting a unique name and image that represents your business, which enables you to leave an impression in your customer’s mind once they notice you, whether in a newspaper advertisement, a pamphlet, a brochure, visiting card or on a website.
Branding helps in creating a unique visual identity that is associated only with your company name and the services you provide.
In the most straightforward language as many Indian businessmen would put it when they want to start their business is by saying ‘logo design karna hai’. But it is not just about the logo that is designed by an amateur designer in a print shop; it is the philosophy behind the logo design that uniquely distinguishes your business from your competitors.
You never know whether your business has the potential to grow and become a huge corporation someday, trust me, having a branding done thoughtfully will act as a fuel to propel you to become that giant company that you never imagined it would become.
Successful branding stories have been repeated several times in the past with numerous small businesses, and it can be yours too. Why not place your business in a growth trajectory backed up by a well thought, strategically designed branding process at the beginning itself.
Your name and logo represent everything you are and everyone you want to target by helping you build an emotional connection between you and your customers.
Take the Swiggy logo as an example. They created a logo that’s simple, bold, and memorable. The map marker is particularly relevant to the brand’s delivery-based business. With that as the starting point, they created the “S” monogram that doubles up as the brand’s own custom map marker.
Here’s how good branding will help your small business reach your desired audience and yield profits.
Branding will help you stand out in the market.
Every business will have competition, and if that’s not true about you at this moment then wait for a couple of years, you will see how many will join the bandwagon, especially if its a profitable endeavour.
Good branding supported by exceptional service and quality products will enable you to create your own unique identity, one that will set you apart from the crowd and draw people to you even if there are other competitors in the pool.
Branding creates a visual impression of your business on your customer’s mind that will stay forever. Like the apple company logo; it never leaves you. The impression of the half-eaten apple on our mind is so strong that even after a hundred years we will not forget what it represents.
Branding will create magic in the mind of your customer.
It is fascinating how good branding can create a visual impression on a human mind; it is almost magical. In Hindi language there is a saying that goes like this – “Jo dikhta hai woh bikta hai”. That is true because we process visuals 60,000 times faster than text.
As a small business owner, one of the primary challenge you will encounter is to get your customers attention. Your name and logo should be created in such a way that it evokes emotional responses that send signals to the customer’s brain and burn an impression of your brand image in their subconscious mind.
That is why your branding process should be intense and well designed, keeping in mind your target audience, their cultural makeup, combined with your business goals and objectives.
If branding is done in the right way, you will see the magic it creates in the mind of your customers, one that will stay with them for a long time.
Branding compels customers to stick with you.
A thoughtful branding is not only responsible for bringing you new customers, but it also compels your existing customer to stay with you. It helps customers build a strong loyalty with you.
Visuals create an unsaid trust and loyalty.
When small businesses present themselves in a professional way, substituted with quality products and services, customers will trust that organization and feel more comfortable staying with them for a long time.
The idea of branding a business is an ancient concept, and if you look back at history, you will see how names and symbols in all forms have created an impression of all kinds of human emotions that we all relate to in some sort or the other. Our daily lives are all surrounded with such symbols that have dominated our thought process and decisions making abilities.
If you are small business owner and haven’t yet gone through a branding process for our company, I suggest that you should stop and take time to build on your brand with the help of an expert.