Notes

Why Your Business Brand Shouldn't Be An Exact Mirror Image Of You
"Mirror, Mirror on the wall... Who's The Fairest One Of All?" The wicked witch uses this line to ask her magic mirror about her beauty, and again and again, the mirror always says, "Why, you're, needless to say!" Then, one day, the mirror answers "There's one fairer than you-and her skin is white as snow." This simple truth sends the witch on a rampage. She disguises herself, poisons poor Snow White, and puts her into a magical coma.

This tale of jealousy and deception cautions children everywhere that nothing good can come of vanity. But in the event that you ask the average small business owner what differentiates their business from your competition, among the first answers you'll hear is "Why, I really do. I'm the best as of this in the land!"-or some variation on that refrain.

Vanity isn't the "fairest one of all."

Vanity, even though backed by your business acumen or experience, is never pretty. And it's not universally appealing to customers-unless they've caused you before or know you socially. The point that it's you running your organization probably won't mean much to the average new customer.

Customers and prospects are more worried about their needs, their businesses, and their situations than they're about how good you are. What they would like to know is how you're going to help them. And when you're a one-person business, they're apt to be more concerned about the fact that you're the only one there rather than being thrilled about your experience.

And this is in which a brand steps in.

Your organization brand's job is to take your one-person business and ensure it is seem established and stable-rather than fly-by-night and risky to utilize.

A brand also needs to make your organization seem more "businesslike"- and which means credible, dependable, and customer-focused. A business brand may help you position your organization as helpful, concerned about clients, and capable of delivering.

Finally, a brand lets you discuss and present your business as another entity-instead of constantly discussing your, you can discuss your business. In other words, a brand really helps to take the spotlight off the entrepreneur and present the business a personality of its own. This allows you to do a little more "crowing" about your business, without seeming just like you are bragging about yourself.

Keys to separating your business brand from you.

1. Think about how big you want your business to eventually be. If you're likely to stay a one-person business, in that case your business's brand can probably be closer to your own personality than if you're planning to grow your organization and eventually hire employees. If you are likely to hire people, make sure that your employees can demonstrate the brand characteristics you select.

2. Look at more info in your industry and how they present their brands. website assists point you in the proper direction for the brand and also help you create sure your brand will stand out. Consider the things they talk about and how they talk about their businesses.

See which business's materials and brands you're most attracted to and the lessons or suggestions it is possible to pull from their materials and repurpose for your own. Just don't copy them exactly, or your brand won't be unique. Consider the pictures they use and the words they describe their businesses with-both elements donate to your brand.

3. Figure out which of one's personality traits are most effective to your business. The ultimate way to do this would be to think about your target audience and the reassurance it requires to go from being interested in doing business with one to making the commitment.

Some of these traits are likely to be those expected of any business worth working with-fair pricing, good service, and the list goes on and on. And that means you also need to take into account the factors that differentiate you from your own competition. You also want to focus on factors that produce you appealing to individuals you need to hire you.

This is usually a pretty tall order, but try out your brand on your target audience and see what resonates using them before "carving it into stone"-which, regarding your brand, means before you print any marketing materials. Test thoroughly your ideas out with temporary materials or by incorporating them into an elevator pitch at the next networking event. At the very least, call up a few of your very best clients and run your opinions by them.

4. Consider developing a logo because the face of your business. If you are using an image of yourself as the primary graphic for your business, it suggests you're always likely to take personal care of most client accounts-which isn't a message you need to send if you're likely to grow your organization or hire subcontractors or assistants. Using a photo also earns the vanity aspect again. "Look at me, I'm here to do business with you." might not be the very best message to send.

In the event that you keep these 4 steps in mind and develop a brand that leaves you as well as your vanity from the picture, your business won't run into as a wicked witch. Instead, you'll develop a brand that will make your organization "the fairest one of all" to your best clients and help you live happily ever after.

Erin Ferree is a brand identity designer who creates big visibility for smaller businesses. As the owner of elf design, Erin is passionate about helping her clients stand out before their competition and attract more clients. Her "Define Your Difference Branding Workbook" can help you with your brand definition - the most crucial step in the company logo process.
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