I'm too small to consider branding...

That's an opinion I've heard a lot, both from start-ups and companies hoping to reach a new level of growth.

But in truth, just the opposite is true.

Establishing a brand is a discipline of focusing and crystallizing your mission, message and markets.

Once you've developed a differentiating brand, you have established a consistent image and message so fewer impressions are required to penetrate the collective conscience of your precisely-targeted markets.

And if you've concentrated on differentiating your business/product/service from competitors, you've made a statement of significance that will be appreciated, and perhaps virally passed on by customers and prospects alike.

With a unique and significant brand, your customers will be better able to refer you to others because they will know why you are different and better than competitors. Your name will be top-of-mind to those you've targeted.

So why do so many believe only big companies can profit from branding? Because large companies have big budgets to promote the brand. But if the brand is targeted and consistent, a small company can make their markets aware of the brand with no additional promotional efforts than they now apply.

It's been said that competitors can duplicate a product, but never a brand. That's food for thought.

Martin Jelsema

Signature Strategies

Helping smaller companies profit from the power of branding.

www.signaturestrategies.biz