Is it a Venti or is it a Large? Five Small Branding Ideas For Small Business

As we all know, “branding” is about cultivating positive feelings towards your product or service. “Branding” can come in many different forms, and that makes it hard to quantify. Consider your local Starbucks. When I order a coffee, the sizes I request are called “small,” “medium,” or “large.” However, when the barista repeats my order back to me, the sizes are transformed into “tall,” “grande,” or “venti.” Since I’m not visiting Starbucks locations in France or Italy, these names aren’t correct. Yet every time I order a “large” at my local Starbucks, I am inevitably corrected.

Image copyright Flickr user powerbooktrance.

While some crotchety types (like me) undoubtedly find this annoying, it’s a safe bet that this practice is good for business. After all, many independent coffee shops have adopted this same naming structure despite the fact that it bears little resemblance to the native language. It must be working.

The point here is that even a small thing, like calling a “large” a “venti,” is a part of building a successful brand.

Here are some small things you can do to build your small business brand:

1) If you don’t have one already, get a professionally designed logo. The emphasis here is on professionally designed. If your logo wasn’t designed by a professional, it’s time to pony-up the money and get it done. Consumers (especially website visitors) perceive a logo as a trust symbol – they’ve learned not to trust businesses with cheap looking logos. NOTE: Don’t spend a fortune on this. $200-$250 MAX will get you a very nice logo. In fact, most professional graphics designers will give you half a dozen logo ideas at that price and at least a couple of revisions on your favorite design.

2) Put your logo on everything. From your company vehicles to your employees to your pens to your website, put your logo everywhere you can. When customers learn to identify your business from nothing more than your logo, you’ve achieved something. The best part of this strategy: it’s very inexpensive. You can get custom printing on most items for a nominal fee, and custom decals for your vehicle are surprisingly affordable.

3) Align your business with another brand. One of the best ways to grow your own brand is to identify yourself with a stronger brand. While it’s usually best to stay away from polarizing brands (such as political and religious affiliations), there’s no reason not to support a charity or organization that you feel strongly about. Donating $500 to the local woman’s shelter (for example) is a great way to show the caring and nurturing side of you, your business, and your brand (not to mention helping some people out). Just make sure that you’re making an honest and sincere effort before you start advertising your affiliation. It’s not good for your brand if you advertise how much you support the local chapter of the Sierra Club when your company doesn’t recycle.

4) Blog. We’ve written extensively about the benefits of blogging for the small business owner. The short version – blogging boosts your brand’s authenticity, builds and strengthens personal relationships, and builds trust. Read our business blogging basics and how to create a business blog for more information.

5) Event marketing. “Events” don’t have to be huge get-together’s for thousands of people. Events can be attending a chamber of commerce meeting, bringing snacks to a customer’s office, or providing a space for a local group to meet. The key to a successful event is to make sure that you or your company has some sort of impact. Did you provide free food for the group? Did you ask the speaker some great questions? Did you offer to send everyone something of value in an email? The event is successful when everyone takes note of you or your company in a positive light.

Each of these ideas can be implemented for no more than a few hundred dollars each (if not much less), and in that sense they’re very “small.” But don’t let their small cost fool you – the largest brands in the world implement these same techniques.