In a recent conversation with a small business owner the discussion turned to brand. What is a brand, why should I work to build my brand? Won’t my brand be created organically as my business grows? The reality of the situation is that almost no brand grows organically. Businesses, good businesses, are carefully planned from the time the new owners choose a name and request venture capital funds to the time they hire their first employees. Great businesses plan further. Great businesses start with five year or ten year plans. These are the businesses that understand the importance of brands and from the moment their doors open, everything they can is emblazoned with their logo, everything they do is stamped with a sameness.
A brand is more than a logo or slogan, it is a standard of accomplishment. A good example of branding is Marshall Fields. The Fields brand is a legacy in Chicago, not just for the brand itself, but for their mint chocolates, for their Christmas windows, and finally for the department stores that always housed the most elegant fashions. A Marshall Fields shopping experience was something Mothers, daughters, and granddaughters shared, looking forward to passing that trip on to the next generation. But what was it about the Field’s brand that differentiated it from Sears or Penney’s or even Carson Pirie Scott, a near competitor in pricing and product?
“Right or Wrong, the customer is always right.”
“Good will is the one and only asset that competition cannot undersell or destroy.”
“Give the lady what she wants.”
Marshall Field exemplified customer first business practices that allowed his employees to put aside the care of $1 for the good of the millions of dollars they would make with excellent customer service. His brand was made up of Frango Mints, fine clothing, and impeccable service. By continuing that for 97 years after his death, the Marshall Field brand remained consistent and strong.
My passion is for the small business owner. I see many stores and companies with non descript names and un interesting business cards. I find owners without a real sense of mission statement or an idea of how to brand themselves on the market. There are a few easy things that any small business can do to brand themselves;
- Use the same logo and lettering on everything
- Have a mission statement and make sure all employees understand what it is
- Maintain a color theme that coordinates with the logo
- Let your online presence mesh with your face to face presence; ie your website shouldn’t be red if your business is all blue and white
- Know the tone of your business and make sure everyone is consistent
- Are you fun and friendly?
- Serious and sincere?
- Kind and concerned?
- Have a 5 year plan and re assess every year
- What differentiates you from the other (car dealer, hair shop, small restaurant) in the area
Taking a few simple steps will keep your business from spiraling into the sea of strip mall mediocrity that is right now creeping across America. Small businesses can differentiate themselves from one another. It’s a simple matter of know how and willingness. The rest comes in time.
Good Luck – and feel free to email or comment with any questions!
