Branding is usually seen as something reserved for a very large business with a very large budget. But it is also crucial for small business to have a strong sense of who they are and what they do.
This 'image' of your business is important both internally - for your staff and existing clientele - as well as externally - for future business and marketing strength.
Having a style guide for all marketing material or collateral is not only time-saving, but it creates sense of consistency for your business.
So the first things to decide are:
- who you are as a business
- how you want to be portrayed to prospective customers.
What is marketing collateral?
Business cards, brochures, websites, advertisements, flyers, newsletters, catalogues, signage, letterhead, with compliments slips, postcards, emails, stickers, envelopes and everything else that sells your business.
Follow these simple steps:
Decide on your corporate colours and fonts. Choose one, two or three colours that will work for your business. Include paper colours and all print colours. Make sure that they are readily available and affordable. The colours should be able to be applied to all marketing collateral. Think about it.
Choose one, two or three fonts that are appropriate for your business and that work together for all marketing collateral. Choose the font sizes also. Apply these to headings, subheadings and text.
Choose a tagline. A tagline should express who you are or what you do in a very short sentence or a few words. The shorter the better - less is more. For example, Woolworths: the fresh food people. It is concise, to the point and memorable.
Choose a logo if necessary. (optional) If you decide on using a logo, it is probably best designed by a professional. They are usually a good investment and should last five years or so. It can cost between $1,500 to $3,500.
Once these things are chosen, document the details and use them in all marketing material without deviation. Make sure that all staff use them in all outgoing material. This is called a style guide. A style guide will:
- save a lot of time as you will not be recreating your marketing material over and again.
- create a memorable experience and a sense consistency for your contacts or prospects.
- make the creation of marketing material quicker and easier.
- provide a 'template' for all marketing material.
If you create a series of brochures for a number of different products, create one template and insert different text only with the same layout, colours and fonts.
Branding is a great tool for small business when used well and consistently. It should save lots of time and money, and make you memorable to your prospects and clients.
The earlier you brand the better.
Look out for the next Marketing Basics article in which I’ll be addressing ABC - always be closing.
About the Author
Cath Zeltner has had many years experience in small business. Her company - Marketing Made Easy - provides tailored training - without the jargon - designed for small budgets and big results.
For an obligation-free chat, call Cath on 02 9331 8227 or send an email.
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