On a daily basis we make a host of split-second purchasing decisions based on our feelings towards particular brands. The most easily recognised brands convey in an instant the essence of who they are and what they represent. Just think of the tri-point on the front of a Mercedes Benz; more than just identifying the make of the car, it signifies superior quality in all respects.

Although we most often associate brands with global corporations (Microsoft, Virgin) and national icons (Holden, Coles), this is not to say that small businesses cannot benefit significantly by successfully branding their business. In a competitive marketplace having the right brand for your business can give you the edge over your competition.

• Know your business
• Emphasise your strong points
• Create a strong visual image
• Incorporate your brand into all aspects of your business
• How successful branding helps your sales

Know your business

The best place to start is of course at the beginning. To successfully brand your business, first you must know it inside out. Think hard about the purpose of your business and the market you are targeting. Try to summarise this succinctly as succinctness is fundamental to branding!

Next you need to think about what you want your business to be and what you want your target market to feel about your firm. Possessing a solid grasp of these attributes is to understand the 'essence', or core principle, of your business. This is essential to working out a brand strategy.

Once you know the essence of your business, you will be able to develop a brand that best represents it. As a result your target market will more readily understand who you are and what you do.  When well executed, branding will help your business appeal to prospective customers and to inspire loyalty in the customers you already have.

If you find it difficult to distinguish yourself from your competitors, or find the core principle of your business, it may be worthwhile seeking the advice of a marketing consultant. Not only will they help you identify your core principle, they will be able to provide advice on how you can embody this in every aspect of your business - from logos right down to customer service techniques.

Emphasise your strong points

Now that we have dealt with a little bit of theory, it's time to get into the practical side of things. While it might sound a bit basic, a worthwhile thing to do is to make a list of your business's key attributes and strong points. But don't just ask yourself, talk to your customers and staff. Ask them about all aspects of your company, from strengths and weaknesses to how you compare to your rivals. This will help you paint a vivid picture about all aspects of your operation.

As Johnny Mercer once sung, you've got to accentuate the positives. Not only does this reinforce what you do well, it will help inform you of the competitive advantages you hold over your competition.

Next, try and summarise your strong points - again be as succinct as possible. For example, if you were to run a beachside backpacker hostel these might be that you provide backpackers with a clean and homely environment that provides them with a tranquil place to relax and socialise with other travellers. As many other hostels may portray themselves as having a real party atmosphere, your point of difference would be that you are offering a more laid-back environment.

Now it's time to work on promoting that point of difference in all aspects of your business.

Create a strong visual image

Logos and taglines are the first thing most people think of when it comes to creating a brand, and while they shouldn't be considered the only attributes of branding, their importance cannot be denied. A well designed logo can come to encompass a brand and everything it stands for. While logos are usually the domain of big corporations that have marketing budgets stretching into the millions, this is not to say that a well-designed logo can't make a big difference to your small business.

The key things to remember when designing a logo is that is should appear consistent across a number of different mediums e.g. corporate letterhead, website and business cards. Simplicity should be in the forefront of your mind when designing a logo. Unless you have design experience it is highly advisable that you work closely with a professional designer to ensure that your logo meets with your vision for the firm.

Remember, most people are exposed to approximately 3,000 marketing messages per day. If yours is confusing and over bearing, it will inevitably be cast aside as irrelevant.

Incorporate your brand into all aspects of your business

If you really want your brand to have maximum impact and ring out loud and clear to your customers you need to think about how you can incorporate your brand into every aspect of your business. Most businesses don't undertake this step, stopping instead after the logo, the website and the letterhead have been done.

Using the example of our beachside backpacker hostel again, a holistic approach to branding would consider the hostel's advertising materials, website, décor and activities that it might offer (e.g. yacht cruises and bush walking rather than pub crawls and happy hours).

Embodying your brand right throughout everything you do will give it a depth and sincerity seldom evident in businesses, big and small. Going that extra mile will convince customers that your brand is meaningful, not just a tag line. However, make sure there is a consistency to all aspects of it. If a company has conflicting elements to their branding they face the likelihood that their customers will become confused as to who the business is, what it does and what it stands for.

Incorporating your brand into all aspects of your operations and using it as promotional material does not have to be expensive either. See here for a list of low cost ways to promote your business.

How successful branding helps your sales

It is important to remember that successfully branding your business will achieve more than simply differentiating you from your competition and positioning your organisation favourably within your target market. Done well, it will also save you time by being your own marketing spokesperson.
A successful brand instantly communicates who a business is and what they do. When prospective customers know this information already, you can concentrate more time on making sales and making money.

Taking the time to successfully brand your business is not an easy process - it will take a significant amount of time and effort. But believe it, done properly it will make it more profitable. So start thinking about what the essence of your business is and how you can better communicate this to your target market. As one famous brander once said - just do it.