Many business owners consider a company’s brand to be one of its greatest assets. How can you create a brand for your small business that will deliver this value premium? How much will it cost? And, perhaps most importantly, is it worth it?

Branding: Integral Part of Any Company

A brand is more than simple logo development, although the way the company name is displayed is an essential component. Every customer interaction contributes to their perception of your brand – from communicating with the sales staff to how a purchase is shipped and packaged to messages from customer support. All indicate what values your company holds. Identify what is important – honesty, level of product quality, and post sale customer satisfaction – and implement plans to achieve them.

Your branding strategy needs to be an integral part of your operation. If your branding strategy requires high quality customer service, you need to consider your customer’s needs during order taking, billing, returns and exchanges, and then during a post sale thank you by mail or telephone and by sending a buyer satisfaction survey.

What will it cost to brand your company? Because we think of “brands” as large national or international corporations, we often assume it takes huge advertising budgets. This is not the case. Many companies build grand brands without investing in pricey television or banner advertisements.

Visual Connections

An early step is creating an eye catching logo. A logo design usually begins by meeting with a graphic designer. Preparing for this meeting is more efficient and ensures better quality results. Know your target market. Bring examples of the competition, of preferred logo styles and those to be avoided.

After a designer presents initial logo concepts, request outside opinions to gauge public opinion. Be selective in soliciting opinions. Depending on your target audience, ask your family, friends, the guy at the grocery store or your kid’s soccer coach. This will help guide you in the right direction. For example, you might not realize that a certain color is seen as negative or unattractive to your target audience.

A logo can cost anywhere from $50 to $5,000, and many designers are available to match your style and budget. For the cost conscious, you may even find someone willing to exchange services.

Large Corporations Know How To Just Do It!

Once you have a great logo, put it to work. The success of a visual brand is partly measured by how often it is appropriately displayed. Most companies do not leverage their logos often enough.

The logo can be effective in many ways – with your product or service materials, company stationery, invoices, email signatures, shipping labels, indoor/outdoor signs, flags, and promotional giveaways. These are all repetitious uses and serve as persistent reminders. Employees may take pride in wearing a classic logo shirt or an owner or executive proud to carry a logo on a high quality portfolio or handbag.

Constant Continuity

Use your company brand consistently – in its elements of color, font and tag line – and on a paper quality reflective of your business.

This also means consistency in experience, for example, when customers are always greeted in the lobby or when the product is shipped as ordered.

It means consistency in depicting your values. If a goal is to be an environmentally aware company, make specific programs or processes and track or measure results.

Benefits Versus Costs

What are the benefits of brand management? Why does it matter that the UPS van color matches the UPS workers’ socks? Branding creates an experience whether or not its planned. Consciously or not, customers expect predictable and positive experiences.

When values are aligned and communicated, a potential a heavenly with your customers may be result – and brand loyalty often follows.

The Cost of Building Awareness

Since most consumers react to branding after repeated exposures, what does building awareness cost? It will vary depending on the size, goals and budget of a company.

Some approaches can be created with little to no out of pocket costs, such as offering automated service reminders, answering the phone consistently, or offering purchasing options.

Some strategies cost more money so plan wisely and carefully. For example, if you are on a budget, it is wise to base Internet advertising on a cost-per-click pricing. If promoting via printed products, choose items with longevity, such as promoting your business on a magnetic calendar rather than a paper flier.

Decisions in business branding can be adjusted to suit any budget. The key is to have a plan, follow it, and be consistent and then let it grow based on your financial resources and profitability.

Mary W. Brophy is a writer, serial entrepreneur and creative force behind a new handbag trend – personalized logo bags. Her company, Bizz Bag, Inc., gives business people a fashionable way to flaunt their logos on handbags and shoulder bags. To see a savvy and innovative promotional product that creates brand staying power, visit BizzBag.com.

Article Source: http://EzineArticles.com/?expert=Mary_W_Brophy

FORMALITY
There is a certain level of formality that needs to be considered and remember when sending emails. When you are sending an email from a business address then keep the email about whatever your business was when you contacted the person. Keep all business emails formal!

SHORT
It’s been proven that after ten seconds people lose focus. A seven page email will not be read in its entirety. Be short, sweet and to the point. Cover the area that is pertinent of you to cover– leave the rest for later if at all possible. Craft from the top to the bottom, then check to see if your most important information is in the top 1/3 of the message.

BE QUICK
Don’t let the receiver have to guess who you are because you’re using a nick name and not the name that you go by in business. In the subject field be specific about why you are writing, while in the body of the email, as mentioned before get to the point. Be concise and polite always ending by thanking the individual for taking the time out of their day to read the email. Last– but not least, make sure the person knows that it is ok to contact you concerning the message.

When you sit down in the mornings (or whatever time you read your emails) to read your email make sure that you make time to respond to the email promptly. There is a chance if you put it off for later you will forget about making a response.

SENSITIVITY
Don’t handle any sensitive issues with an email. Making a phone call or speaking to the individual is important when handling these types of situations. Email is permanent– it is not the place for delicate matters that could trigger emotional responses.

ERRORS
Check, check and recheck the email for any and all errors! Once you press send the email represents you and your company. You lose the hands on, face to face relationship that you would have if a person was in your office. So once you send the email you don’t have the opportunity to go back and change it or correct yourself as you would in person. You must remember to do spell and grammar checks before sending all emails. Setup Outlook to do an automatic spell check for you… That one move could be a career saver.

This article was written by Michael Roberts Jr. the founder of Manage Up.net
His website is dedicated to developing better organizational leadership. The website has eBooks, articles, and online training for managers. Don’t miss the opportunity to sharpen your skills and take your career to new levels using insightful knowledge from an expert in management. Visit http://www.manageup.net/ today and receive a FREE eBook to get you started.