Small business branding
Many small businesses think that branding is important (they’re right) but they can’t really explain why…..they just see that large successful companies have a very distinctive brand and so it clearly works. But why is it important – even for small businesses?
Often people assume that branding is your logo, communication materials etc but branding goes beyond this. If you focus on advertising and marketing before creating a great environment and unique experience, you will drive customers into flawed service. IF, however, you focus on service, but neglect to communicate the message, you will have no awareness or visibility. Either way leads to failure.
The solution is to work on both at the same time and create a mix of a powerful message with a unique service and this becomes your brand. Branding is not just a logo – it is everything about your practice. There is no point in telling your patients that you pride yourself in excellent quality if the staff uniforms look cheap.
Good branding is therefore communicating the ethos and culture of your brand through various different brand tools.
Brand Message and Brand Tools
What is the key message and values that you would like your patients to understand about you? And how are you going to communicate this effectively through all channels? To ensure that it is cohesive throughout the organisation you should develop some simple guidelines to communicate your brand.
Take the time to review your current brand throughout the organisation and make a note of where changes need to be made.