Small business branding is really a simple matter. You may not need to spend thousands of dollars on a huge marketing plan. In fact, spend too much and it will cut into your budget too hard, leaving little room for profit. That’s why many companies opt not to bother with marketing at all. But marketing doesn’t have to be expensive, even for small businesses.

Branding can be as simple as putting your logo on your letterhead. For a rather reasonable fee you can have a graphic artist design you a logo and that’s a one-time fee that allows you to use the same artwork over and over again for the life of your business. That logo will speak volumes about what your business stands for and you want it to be something that will be memorable and recognizable for many years to come. Once you brand yourself in the minds of the people you want to do business with in your local area, it will be difficult for them to forget you. And that’s when you know you’ve done a successful job at branding you business.

Other small business branding practices include simple things like a slogan or tag line that appears on all of your marketing copy, a color that can be associated with your business, a particular style that can be associated with your business and sets you apart from your competition, or anything that establishes you as unique and professional in your niche.

Branding is really all about putting yourself in the minds of your customers so that they remember you even when they aren’t trying to. I’m sure you picture the logos of McDonalds, Coca-Cola, Proctor & Gamble, Abercrombie & Fitch, Exxon-Mobile, and a couple dozen other large corporations without much effort. You can do the same thing for your small business with just a little branding effort and the people you want to remember you will, just when they least expect it.

One of the most important principles in business branding is to know who you are. If you can’t define in a simple sentence who you are and what you have to offer then chances are you won’t be able to brand yourself effectively. Many business owners make the mistake of trying to be all things to all people. That’s not an effective way to approach branding.

In order to effectively brand your business you must start with who you are. What can you do and can’t you do? Start by taking a personal inventory.

Your personal inventory should asses your strengths and weaknesses. What are you capable of and what are your limitations? There is no sense in trying to operate outside of your boundaries. That’s a sure way to fail. But you must also make sure that you don’t sell yourself short and assess yourself properly. Don’t overestimate your strengths or underestimate your weaknesses. What kind of clientele do you hope to attract?

Branding requires a stong analysis of yourself and your business. If you have other people working with you then be honest about them as well as yourself. Assess the entire business and create a strength/weakness report. Then decide on what you want to be after you have assessed the organization properly. Begin with who you are.

Company Brand Name Reputation is one of the most important factors to create and foster with online advertising. When people are talking about your product or services, you can be sure that others are reading or watching those comments and forming an idea about your business.

So what do you do when an unhappy customer posts a negative review of your business or product? Keep in mind that negative reviews are detrimental to your online reputation, but if it managed correctly, you can negate some of its worst impacts. The best way to manage a negative online review of your small business is to take moment to collect yourself and then investigate the situation before you reply.

Researching a Negative Online Review of your Small Business:

Your first course of investigating should of course revolve around the facts listed in the negative review.
Was the review about service? Find out when, where, and who, and then interview that employee to understand what happened.
Was the review about a product? Look into the product and the complaint to find out if that particular product had a flaw that caused an issue.

If the negative review is legitimate, because of a bad employee or a fault in the product, reply back that you have or are addressing the situation, and how. Many negative experiences can be turned into positive ones if the company takes the time to take action. If the negative review is factually incorrect, ask for a removal or a retraction of the post, and explain why.

Online Reputation is important, and even a negative review, when properly handled, can be turned around. 

Your URL is important for a number of reasons. Google algorithms change from day to day, but there are days where your URL can push you up in the rankings a few notches if it contains your primary keyword in it. There are times when it won’t. Overall, I’d say having your keyword in your URL is very important. It’s not a make-or-break it factor in rankings, but it can be a slight edge in the competitive dance if all else is equal between your site and your competition’s.

Nevertheless, your URL is important in other ways as well. It’s a great branding tool, for instance. In fact, you can brand your company with your website URL even without using a keyword. There are many examples of this:

• Flickr
• Google
• YouTube
• MySpace
• Facebook
• Digg

And that’s just to name a few!

If you mention the niche each of these companies exist within, you’ll no doubt think of these companies. Google = search engine, Flickr = photo sharing, YouTube = video sharing, Digg = social bookmarking, and MySpace and Facebook = social networking. The URL = the name brand. Powerful marketing!

This combination of URL importance is getting even better since Google is introducing a new feature into its Google Suggest tool. From Marketing Pilgrim:

Google’s also added navigational suggestions–so if you start typing the name of a company or brand, you’ll more likely see the actual URL appear in your suggested items.

What this means is that your URL could actually become a suggested destination or query result at Google for generic keywords that searchers type in. But for that to happen you have to establish yourself as an authority website in your niche. That means building unique and original content that increases your reputation in your niche. When you do that, you have a bigger edge and that edge is what it’s all about.

Yesterday, Twitter rolled out its search feature universally to all users. The reason that is significant is because now you can search Twitter in real time to see what is happening right now. Who’s saying what and what they are saying about it. That’s pretty powerful stuff.

For instance, I typed “Wayzata” into the Twitter search bar. Found this from one hour ago:

stevemdick Kicked off the Wayzata Free Communications team last night..it seemed to go well..lots of bulletin improvement ideas from Kristi and Heidi

Then I typed in “Minnesota marketing” and got this:

billyzhou Thinking about joining the Minnesota Interactive Marketing Association. Anyone already part of MIMA?

Here’s the practical application. Type in a keyword related to your business. See’s who’s talking about it and what they’re saying. If they ask a question, reply to their message with an answer. They’ll think you are really helpful and follow you. That will be the beginning of a beautiful relationship.

Through Twitter you can do all kinds of wonder communicating in faster and more powerful ways than ever before. And your small business can be branded as a helpful resource. It’s like magic.

All of us get business emails. Typically, they come in plain text and we convert them so we can read them easier. Colors, images, and text come in place. We orient our eyes and scan the boxes and rectangles that hold bite-size pieces of information. We figure out what the email is about–what they’re offering, teaching, providing–and we do this effortlessly. Within seconds we decide–save the email, click through, order, or delete…

It only takes seconds to scan a good email, and at any time you could lose your audience, or you could glean a connection or a sale. Email layouts make this entire process easier, more efficient, and hopefully more effective.

Ever heard of heat maps? EyeTracking.com, FaceLAB.com, and Eyetools.com are just some of the tools used to track eye movements, pupil size, eyebrow and other facial changes that occur when people view online sites, landing pages, and emails. Major companies have utilized this innovation and have improved their connections and sales dramatically. What these tools have shown is that there’s a pattern to how we view online material, and the basics, such as user-friendly layouts can be used by anyone to optimize their site and increase sales.

Great Email Layouts Include quadrants that make it easy for the reader’s eye to follow.

Viewers usually start in the left hand upper quadrant, then go one of two ways–straight across, or straight down. The bottom right quadrant is always last. So make sure that your most important message or content is in the left upper quadrant.

What makes a viewer go across–or down? It depends on what you have anchored. A good visual is more appealing than text, usually, so if you have something important to say, consider using a graphic to accompany it.

You don’t have to divide your email into exact quadrants. I also get rectangles across the top or down the left side, (so that you are forced to read straight across) as well as other configurations. Figure out which layout you like by checking out other business emails, e-newsletters, and websites. Determine what goes best with your message.

Most important: Get a look, (colors, layout, graphics) a logo, a name, and identifiable contact information and stick with it. This is branding in a nutshell. Make sure that this information is always in your left-upper section/quadrant.

Your next most important task is to deliver something. Let your viewers know what this email, landing page, website is all about. If it’s an email or e-newsletter, make sure it’s in the subject line. Mention it again within the body of the email and make sure it’s near the top where the eyes tend to land. Be clear about what you want them to do–click through, call, learn about a promotion or a sale, inform them of something important to read or know about a product or service update are all important messages you want your viewers to know about.

Make sure you reference the purpose of this email in that left hand quadrant and tell them where to go to retrieve it. Give them a place to click or tell them where this information is listed within the body of the email or on your website. Make it easy for your viewers and don’t bury it in too much text.

These simple techniques make your email, e-newsletter, and even your website viewer friendly. Don’t you enjoy getting an email from a trusted business that you appreciate and respect? When you open that email you know what to expect–quality services or products and helpful information. You trust them to deliver good content again and again. Don’t you want your emails and your website to be anticipated?

Brand recognition is important–for big and small businesses. It’s everything from the font you use on your website and store front–to the icon that’s on your stationary and business card. The key to branding is to stay consistent and use your brand “look” everywhere–so you become instantly recognizeable.

There are lots of tried and true methods to create brand recognition–and now thanks to the Internet, there are fresh ways to utilize all your hard work.

Tips for Creating Your Business Brand:

1. Pick a font and color for your company name and look–and stick with it.
Font matters. You don’t think it does, but your business card, web pages, blogs and posts should all have the same font. It’s a subtle identification of who you are.

Many companies don’t have a cute lizard selling their product–they simply state their name in a color that is clear and definable. IBM, Xerox, Subway, Barnes & Noble are great examples. I say these words and you can instantly see their name in your mind. IBM is blue. Subway is yellow and light green. Barnes & Noble is a darker green. You see them clearly–all the way to the ones whose letter slant and those that don’t. It’s as simple as color and font–and it’s used in everything they do.

You argue, you have a font and a color aready–great–but how much are you capitalizing on it?

2. Use your name (and the colors and font you’ve chosen) on all of your promotional materials.

Let’s go with our Subway example. Not only can you see Subway in your mind on the lighted sign outside the restaurant, you also see it on the paper they roll and tuck their sandwiches into–and their napkins–and the shirts their workers are wearing, and the door you opened to walk into the restaurant. Just as an experiment, the next time you walk into a fast food chain (and you know you will), count how many times you’re exposed to their name (or mascot) in the first five minutes. Brand recognition comes after the public is literally inundated with your product “look” everywhere they turn.

3. Use your brand name and color on the web.
From your website to your social media networking, to your blog posts, repeat your brand look everywhere you go. You don’t have to point out the fact that our colors are red and gold, simply make something on your website–gold–and something else red. Use this idea on every webpage, and if you have a product or a company log line (a phrase that you use–it usually goes under your name), make sure it follows you wherever you go.

4. Are “you” the brand? Is your name, face part of your business? For many local brick-and-mortar companies, this is true. You’re part of the community, and you need to carry you, the brand, with you into “internet land.” Put a picture of yourself on the webpage and as your avatar when you’re on various social media sites. Just like Colonel Sanders or the Mac and PC guy, you become synonymous with your product. When you become the brand, and then use it wisely. People trust in you–they want you to be consistent–and part of consistency is showing up on the web just like you do at the store.

Small businesses can learn from the corporate giants who have learned the importance of brand recognition. Brand recognition leads to brand preference, and brand preference leads to brand loyalty–and that’s a goal worth aspiring to.

Small business marketing isn’t as tough as you think if you use the Rule of Seven to help promote your business and as a gauge for what works and what doesn’t.

The basic premise of the Rule of Seven is derived from sales and advertising circles and is based on the principle that it will take at least five to seven exposures before someone may act on your ad and even begin to consider your product or services.

Why? The Rule of Seven Works on two principles: trust and validation.

Consumers are hit with so many ads, so many pressured sales call that has left them jaded and skeptical.

They also want what I call the “me too” factor.

How many times have you watched a fad product pick up momentum because of word of mouth? In your own office someone might have tried a new gym up the street. Within a month, four more of your employees have tried it out and two have signed on. That’s the “me too” factor. Yes, it’s word of mouth advertising, but it’s also that momentum effect that someone else validated it first—so it must be a good thing, right?

In group dynamics, psychologists have found that a newcomer isn’t accepted as “one of the gang” until they’ve attended seven times—in a row.

Consistency goes hand-in-hand with validity.

Does this mean that just because your ad ran in the hometown magazine for seven straight months that you’re going to be inundated with calls? Not necessarily.

How to Make the Rule of Seven Work for You:

• Consider your audience and how best to reach them. If you have a “young” product, then social networking, e-newsletters, and video ads are smart choices. If your product or services leans toward a slightly older demographic, then incorporate mailers, phone call follow-ups, and senior discounts—but don’t forego emails and e-newsletters since many 50+ clients utilize the Internet. Don’t waste those valuable ad dollars when it doesn’t match your market.

• Keep track of your efforts. How will you know what’s working or not working if you don’t have it all laid out where you can view and consider your efforts? Consider offering a 10% discount for filling out a short questionnaire on how your customer found you and what they like about your services.

• Know when to mix it up and when to stay focused. If you’ve run a local ad four times, bite the bullet and run it four or six more times. Momentum takes time. Let your audience see you everywhere. Try that approach for at least seven if not ten, twelve times, and then switch tactics—blitz one area where you saw a blip of results.

The Rule of Seven is just a catchy name for consistency.

Small business marketing is about proving to your customers that you’re worth checking out.

I’ve participated in blog carnivals before and they can be a lot of fun, but this is my first one to host: The GONZO Business Carnival is scheduled to take place on January 13, 2009. Please join me!

Here are the details:

Deadline to enter - January 9, 11:59 p.m.

Entries are being accepted NOW. The sooner you enter the better spot you’ll get in the carnival. You know, early bird catches the worm.

Your blog does not have to be a business blog, but we are asking that posts be about business. Examples of the types of post you might submit to the GONZO Business Carnival include:

• What the business of business means to you
• Your experience as an employee, a manager and/or a business owner
• Tips for success
• An area about which you have questions or can use help
• A company or business person you admire
• Tales of the glass ceiling
• Your experience as a customer, either in general or with a particular company
• Anything related to Internet marketing

Posts can be published at any time. Feel free to write a post just for the carnival or you can submit a post from your blog that was written last week, last month, or last year. It just has to be related to business!

In your submission, please include the following information:

—(-)-> Your name as you would want it to appear in the post
—(-)-> The name of your blog
—(-)-> Your blog URL
—(-)-> The title of your post
—(-)-> The post URL

Send your submissions to gonzobizcarnival @ gmail.com, but take out the spaces of course.

If you have a question about the carnival, post it as a comment below and we’ll answer it in the post as well. That way, anyone interested in the GONZO Business Carnival can benefit from the answer.

The GONZO Business Carnival is being held in conjunction with the following two carnivals as well

• The Gonzo Social Media Carnival
• The Gonzo Gratitude Carnival

The GONZO Business Carnival is sponsored by For Your Success as a part of the Gonzo Blog Carnival Series.

Remember, the deadline is 11:59 p.m. on January 9, 2009.

Branding is a huge part of marketing your business. If you do it right, your brand will keep right on marketing for you, even while you`re focused on other things. It`s an area that can be improved on always, but if you leave it, your brand will keep working for you.

Avoid making these three mistakes when branding your company.

1. Getting a friend to design your brand. This is a mistake if you aren`t talking about a full-blown professional. If you have a neighbor who dabbles in graphic design, it might be cheaper to have them design everything, but in the long run, it`s not going to pay off, since the branding won`t be of the same level of quality as a professional.
2. Scrimping on marketing money. While you don`t have to spend a fortune on branding your business, it also isn`t worth opting for the cheap paper or the low rez logo just because it costs less. Remember that quality is also part of your brand.
3. Doing it in bits and pieces. If you end up with business cards in one color and style and online ads in a completely different style because you had them done at different times, keep in mind that this will affect how people see your business. If you must do things piecemeal, be sure that everything matches.

Branding is a very important part of your business, but it needs to be done right.