Branding your small business with a coherent look will increase your company’s customer awareness and recognition. Branding helps customers recognize your business and creates a level of comfort in the minds of potential buyers. This “mindset” is important to convert customers from leads to sales, during the buying process. From your storefront to your website, Facebook, Twitter or any other Web 2.0 property, your signage and business image should exhibit consistency. It is important to consider all of these factors when examining the your business branding and the thought process of your customers. A consistent look lets customers know, that you’re company is professional, organized and helps to send the message that this is a business that where they should be comfortable spending money.

Do your sales materials lack consistency? Do your brochures, white papers and advertisements represent your business in way you’d want them to? Or are they just a collection of literature you’ve accumulated over the years? It’s often hard to take a step back and examine your business with a fresh set of eyes. But sometimes, that’s just what you should do. Have someone look at your business and its associated literature that knows very little about it. Ask them some prepared questions and have the test subject attempt to accomplish very basic tasks. Ask questions like what am I selling, and how would you contact the business. You’ll be surprised at the answers.
Continue Reading →