Simple Steps to Building a Strong Small Business Brand

When you first started your business, did you think about creating a brand or were you too distracted by all the other overwhelming tasks that come when starting out? Though most of us know branding is vital to our businesses, by the time we get around to working on it, it can sometimes be too late to have an impact.

As Julie Crow, CEO and principal owner of Interplay Consulting, told us in last week's column, "Many people confuse branding and marketing. Marketing drives awareness of your business in the marketplace, while branding is about your identity." I thought that Crow's message was so important that I went back to her to find out more about how entrepreneurs can build their brand -- no matter what stage their business is at.

Decide What Makes You Special

Crow says that before you can create a brand, you first need to identify the "gap in the marketplace, to hear the voice of the consumer, to [figure out] what they're not getting." Once you know what makes your business different -- and better than your competitors -- you should build your brand around that differentiation.

She adds that although the best time to think about branding is at startup, the process is the same even if your business is already well established. There are three basic steps to brand creation, but Crow clarifies, "It's not a 1-2-3 process. You need to work on all three steps at the same time."

Here's the method Crow uses when she advises her own clients, which include big companies like Turner Broadcasting, Colgate-Palmolive, and Estee Lauder:

1. Ask yourself three questions: What am I offering? What category am I competing in? What are my core competencies? Answering these key questions, says Crow, helps you "create a map, making it easier to identify the gaps." The idea, according to Crow, "is to fill a gap or do it better. What can you do to make your business stand out?"

2. Understand your target audience. Brands are not static; sometimes your branding gets stale. If you find your brand no longer resonates, Crow suggests you spend some time getting information from your customers using online surveys (try Zoomerang or SurveyMonkey) and talking to them face-to-face.

You may find that out you and your customers aren't on the same page. For example, if you operate a day-care center and you've been emphasizing education, this exercise might reveal that what your customers really want is extended hours. If this is the case, you may need to hire a professional to help you rework and relaunch your brand.

3. Communicate your brand. Figuring out how to talk about your brand is where it often gets tricky for business owners, and it's the point where many consider hiring an outside expert or consultant. "Develop a short, pithy tagline. Brevity is best," Crow advises. "Your brand needs to be true to who you are and what you do. Think about how to best capture the essence of your business. What feeling do you want to instill?"

Branding in a Nutshell

A lot of business owners are intimidated by the very idea of brand building. But Crow says the process is easily demystified and can be summed up with a few simple bullet points:

• Decide what you are.
• Tell people about it.
• Be consistent in your messaging.
• Pay off on the promises you make. People will believe in you as long as you deliver on that promise.

There are real consequences to not building a brand. Crow warns, "If you don't know how to stand out, someone else will figure it out." She believes you can't adequately market your business if you haven't created a solid brand message, as customers may not understand what your company does.

Brands have influence and potency. As Crow says, "A good brand gives you the power to tell people what you want them to think."

Follow Rieva on Twitter @Rieva and read more of her insights on SmallBizDaily.com.