BrandingYour BusinessA Concise Guide for Small Business Owners

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Branding Your BusinessA Concise Guide for Small Business OwnersFor a small business to thrive in a competitive market, it’s important that

consumers are able to recognize the business and differentiate it from

competitors, to remember the business, and to return when it’s time to

make a purchase.

At its core, that’s precisely what branding accomplishes. But branding is

more than a slogan and a logo. Establishing a brand for your business is

not something that happens overnight. It will become the basis of a strong,

lasting relationship with your customers — one that requires continued effort

to strengthen and prolong it. An effective branding experience can not only

boost sales, but also improves customer loyalty.

According to the American Express Small Business Monitor, which surveys

Canadian small business owners (SBOs), many small businesses are already

choosing to evolve their branding efforts, either because of changes in

marketing trends (42%), to support new products and services (38%),

or simply to stay up to date (37%).

But even businesses that are focused on branding have a hard time doing

it effectively. For instance, 90 per cent of SBOs say their business

has a distinctive brand, yet only 64 per cent are able to identify

what sets them apart from their competitors.

It’s important for brands to identify what already makes them stand out, and

to use that perspective to create unique, positive experiences for consumers.

A brand that can rise above the clamor and make its mark as an innovator

and an asset to the marketplace is a brand that consumers will flock to. But

first, a business must understand itself.

Establishing a brand for your

business is not something that happens overnight. It will

become the basis of a strong, lasting relationship with your customers...

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The Brand Experience A majority of SBOs (74%) say the most important part of their brand

is brand experience, which is a general term that describes the overall

impression a customer gets from interacting with a business. Every brand

offers its own experience, and this can be made up of everything from

printed coupons to online ads, customer service and the color of your walls.

Your brand experience determines how your business is perceived by your

customers, as well as the holistic impression that it leaves. Your job is to

make that experience positive and authentic. There are several things a

business should do to ensure that customers have a positive experience.

As a business owner, you should:

I. Getting startedThough most SBOs feel branding is important, few are actually taking the

necessary steps to make their brand resonate with consumers. Roughly

a third of SBOs (36%) are interested in expanding their branding but

don’t even know where to start. Uncertainty can inhibit progress, even

though a few quick and simple changes could easily save money and

improve the experience.

74%of SBOs say the most important

part of their brand is brand experience

• Consider the values and beliefs that your business represents

• Understand consumer needs and how competitors are currently meeting them

• Evaluate marketing trends and understand what sets you apart

• Understand the real value your product suite provides to your customers

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Consider values and beliefsThe simplest and most important way to start evolving your brand is to

consider what it stands for and how it “sees the world.”

This is necessary to establish a brand culture. Businesses that foster a

distinctive attitude, voice, or mind-set within the workplace will be able to

readily and naturally communicate it outside of the workplace, online, and

in front of customers.

When considering what your brand stands for, make sure it’s something

you can really get behind and convey passionately to customers — whether

that’s something tangible, like the quality and price of your product, or

something intangible, like an attitude or an aesthetic. Whatever it is, your

message should not feel forced. Pick the values that you are already

passionate about and champion them.

The consumer experience will sour quickly if people sense a lack of sincerity,

and that applies to all aspects of the branding experience. Make it a point

to be genuine from the very beginning, and you will not only build trust

but also naturally set your brand apart from competitors.

There are a couple of very simple steps you can take to nail down your brand values.

1. Tell your storySometimes your brand’s values are ingrained in its history, and telling your

story can help you pinpoint the things that make your brand tick. Think

about why you opened your business in the first place: Were you passionate

about something in particular? Was it to continue a family legacy that you

respected and admired? Did you want to change the landscape of the

local industry, or bring something new to the community? Tell that story.

When considering what your brand stands for, make sure it’s

something you can really get

behind and convey passionately to customers...

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FreshBooks, a cloud accounting service based in Toronto, recalls the roots of

its origin: “One day something happened that makes every record-keeper

cringe: [Founder Mike McDerment] accidentally saved over an old invoice.”

In that spirit, their brand is centered around simplicity and security, strong

values that most customers can relate to.

2. Create a mission statement Another way to determine your values is to write them out. Trying to put

your mission in words is an exercise in establishing a brand identity. Don’t

set it in stone immediately — this is something you will revise and revisit,

but just seeing the words in front of you will get you thinking critically

about what really matters to your small business. Put it down however you

can and polish it later; until you’ve got something definitive, this is just for

your benefit.

In writing your mission statement, you should also consider your customers.

These are your values, but you don’t want to focus on something they

don’t care about. In the next step, you’ll learn how to get to know your

customers. Come back to your mission statement any time you’ve gained

useful insight into their wants and needs, and reconsider how they would

feel if they read it.

Starbucks’ mission statement states that they wish “to inspire and nurture

the human spirit — one person, one cup and one neighborhood at a

time.” While they do emphasize product quality, they are more focused on

consumers and society — ethical sourcing, diversity, human connection,

and neighborhood responsibility all show up in their mission statement.

Once you’ve established some brand values that you feel are in line with

your business, these will form the foundation of your brand culture, which

is important for building advocacy (and which we will speak to later).

In writing your mission statement, you should also consider your

customers. These are your values, but you don’t want to

focus on something they don’t care about.

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Learn about your customersIf you are a small business owner, you’ve done market research and

scoped out the competition from a business perspective — price points,

profitability, demand, and ROI. But branding involves a different kind of

research.

Learning about customers and competitors for the purpose of branding is

more personal. There are methods of measuring brand experience in hard

numbers, but a lot of this learning is done through direct communication,

either in person or online.

When talking to and learning from your customers, you’ll want to find out:

Easy to say, but how do you find the answers to these questions?

1. Put yourself in your customers’ shoesYou probably already have some unique offerings — a wide selection, the

cheapest prices in town, or some really impressive décor — but are they

immediately clear? Is your wide selection advertised appropriately? Are

your most competitive deals on display? Is the outside of your establishment

as impressive as the inside?

There are methods of measuring brand experience in hard numbers,

but a lot of this learning is done

through direct communication, either in person or online.

• Why your customers use your business (instead of going to your competitors)

• What your customers like and dislike about the business

• The ways in which prospects and customers interact with your business

• What your customers want

• What your customers are interested in

• How your customers experience your brand

• Where your customers expect you to be

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Start thinking about these things before you approach customers. You will

be more aware of your strengths and weaknesses, and more prepared

to receive criticism. If you can’t find anything wrong with your customer

experience, you aren’t looking hard enough. There is always room for

improvement.

Once you’re thinking about your business critically and really looking for

areas that can be strengthened, you’re ready to start engaging customers.

2. Interact with your customersSome specific things you can learn from interacting with your customers

include: what got them in the door, what they expected before they engaged

with you, and what your competitors are doing differently.

These things can be gleaned from everyday conversation without even

pushing for information:

Even something as simple as asking how their day went can give you useful

insight into the kind of people you’re serving.

Just be careful not to turn your customers into control groups. They are not

obligated to help, and if the topic is approached too brashly, they could

feel pressured to say “the right thing” or feel put on the spot. That won’t

tell you anything. Interact naturally and genuinely when trying to learn

how your customers experience your brand. Don’t make it the focus of

your conversation, but keep a few useful questions in mind to introduce

if it’s appropriate.

Some specific things you can learn from interacting with your

customers include: what got

them in the door, what they expected before they engaged

with you, and what your competitors are doing differently.

“So what brings you in?”“How did you hear about us?”“What made you pick us?”

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3. Conduct a surveyIf your customers are primarily other businesses, you can be more direct.

In this case, it might actually be worth your while to create a short, formal

survey. To ensure that feedback is accurate and useful, you will want to

make it clear that the survey is designed to improve the quality of your

services. This will help clarify the purpose of the survey and make it clear

that yes-man answers are not the point.

Ask questions in a non aggressive manner to encourage honest responses.

For instance, rather than asking “Do we take too long to respond?” ask

“On a scale of 1 to 10, how satisfied are you with response time?” Instead

of asking “What are we doing poorly?” ask “How can we improve our

services?” If your clients feel comfortable being honest about your shortcomings,

you will get valuable feedback.

Understand your product suiteOnce you understand your business, it’s time to get a grasp on your product.

In some cases, the two go hand in hand. There is a reason you’re selling what

you’re selling, and that is a big part of your brand. However, your reasons

for selling are not always in line with your customers’ reasons for buying.

You need to understand the role your product fills for them.

1. Identify your offeringsIn most cases, your products or services are the primary reason customers

are interacting with your brand. Take advantage of your position and build

around them. Often people who are interested in a particular product will

be interested in related things, so it makes sense to identify not only the

value of your product but also its potential to offer additional benefits.

First, take stock of everything you offer — that is, everything people are

coming to you for. If you’re in the café business, your offerings may include

a quiet place to read, a shelf full of interesting books, and a space for local

artists to perform. If you’re a digital startup, you might have an app or an

online tool that offers additional utility.

Once you understand your business, it’s time to get a grasp

on your product. In some cases, the two go hand in hand. There is a reason you’re selling what you’re selling, and that is a

big part of your brand.

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Look for ways to improve and highlight all of these offerings. Your core

product should always be at the center of your suite of offerings, but it’s

more appealing if you can build up the peripherals.

Interacting with customers and finding out what they’re into will be a big

help here. Are the people who walk through your doors looking for peace

and quiet? For advice? For energy? For inspiration? You are meeting some

specific need, so it makes sense that your customers might share something

in common. Gauge their mood and listen for repeated comments — things

you hear multiple customers mention and ensure they are played up in your

brand.

2. Build on existing productsRed Bull’s primary product, an energy drink, meets the primary needs of its

customers. It gives them energy. However, the company has also discovered

that their customers often want outlets for that energy. To address this

secondary need, Red Bull started getting involved in competitive events and

even hosts its own airshow event (Flugtag). It identified a natural correlation

between its product and the needs of its customers and built on that.

Identifying the value of the products and services you offer will enable

you to create a brand that is congruent with the immediate needs of your

customers as well as open new opportunities to address them.

Think you need a little extra help? Appeal to an expert.Most small business owners don’t have the capacity to invest in third-

party agencies or experts, but if you’re overwhelmed or at a loss, you

may want to seek outside assistance. You might already have some

partners who can help — a publisher you’ve advertised

with or a sister company.

Look for ways to improve and highlight all of these

offerings. Your core

product should always be at the center of your suite of

offerings, but it’s more

appealing if you can

build up the peripherals.

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II. Communicating your brandAt this point, you know what sets your brand apart from other brands; you

know how your brand addresses the needs of your customers; and you’re

actively building on your strengths. But your customers don’t know any of

that. Once you’ve zeroed in on an identity that sets your business apart, the

next step is to communicate that identity to clients or potential customers.

Before that happens, though, you’ll need to get the lay of the land.

Evaluate marketing trendsTo figure out which marketing trends are worth investing in, you or one of

your employees should take an active interest in the available marketing

options. Many small businesses don’t have the resources to dedicate a full-time

position to this, so take it at your own pace. This step is not about establishing

best practices; it’s merely about understanding the choices you have and

learning to determine which options are best for your business.

1. Follow your noseEvaluating trends based only on popularity or projected effectiveness

will not help your brand come across as unique or authentic; rather, you

should evaluate trends based on their utility and appropriateness for you.

If you hear about something that piques your interest, try to picture how it

would fit into your brand. Don’t just get into it because “everyone’s doing

it” — often these trends are short-lived or limited in use.

33%

31%

24%

of SBOs still rely on

while

rely on email

and

rely on

traditional means such as

face-to-face events

signage

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2. Scope out the competitionDespite the previous point, it doesn’t hurt to see what “everyone’s doing.”

If competing businesses are all over Instagram, find out why. It really is

as simple as a Google search: “benefits of Instagram for brands.” Don’t

switch over just because a competitor is there — they could be totally off

base or have a completely different approach to their own brand. Just be

aware and educate yourself on what they’re trying to accomplish. It will

help you when it’s time to select a method of communication.

3. Gather dataCollecting data is a little bit tougher for small businesses, but acquiring

useful information doesn’t have to involve deep analysis of behavioral

patterns, click-through rates, and engagement levels. It can be as simple

as taking note of how many male and female customers you have, the

average age of your customers, and how often they come back.

Social media can help here as well. Facebook has a relatively simple

tool called Insights that allows you to view the age, gender, and location

breakdown of your followers.

Knowing basic information about your customers allows you to narrow

your focus. If your customers are mostly young, you should keep that in

mind when you communicate with them. This is particularly important

when interacting with customers anonymously, as through email.

Don’t tackle all of these things at once. There are many ways to communicate

your brand, so pick a method that feels comfortable and natural to you. Once

you’ve decided how best to communicate your brand personality, you’ll be

ready to put that plan into action.

To help you get started with your strategy, let’s take a closer look at some

of the tactics most commonly used by small businesses.

Collecting data is a little bit tougher for small businesses, but acquiring

useful information doesn’t have to involve

deep analysis of behavioral patterns, click-through

rates, and engagement levels.

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Communicating in personCommunicating your brand in person is a process of osmosis. When

you’re face-to-face with your customer, they’re not going to want you to

preach a message, and you shouldn’t have to. Your customers should feel

immersed in your brand, not subjected to it. You want to establish a genuine

two-way relationship. There are many ways you can do this.

1. Set the moodYou can communicate your brand passively. Everything from the paintings

on your wall to the magazines on the table conveys something about your

brand. Pay close attention to what your surroundings are saying. Lighting

and music, if appropriate, should reflect the brand and set the right mood.

That goes for your online presence as well. If you have a website, the colors,

layout, and language should accurately represent your brand. Social

media channels, email blasts, and apps should be consistent. The brand

experience does not end when customers walk out the door.

2. Be preparedSometimes the opportunity to communicate will come to you, and when it

does, you need to be prepared to explain yourself. For the most part, this

means putting together an oral version of your mission statement or story.

This can (and should) be more personal and even spontaneous, but you

should at least identify the key points and be ready to mention them if

someone asks you about your business. Know your values and feel

comfortable communicating them verbally on the spot (i.e., have your

elevator pitch practiced and at the ready).

Your customers should feel immersed in your brand, not subjected to it. You want to

establish a genuine two-way

relationship.

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Communication through emailEmail is a very effective tool in terms of driving sales. In fact, many surveys

have shown that email is preferred by customers over social media. It’s private,

recipients can easily filter out email they don’t want, and it’s usually where they

get deals and coupons.

However, consumers are also quick to unsubscribe or mark something as

spam if they aren’t immediately intrigued. Make every sentence, image, and

link consistent with your brand and eliminate anything that feels gratuitous

or out of line with the image you want to project.

To keep your recipients interested, emails need to provide obvious value.

1. Promote dealsCoupons are very popular, and smartphones have made them incredibly

easy to receive and use. You can also use email to announce deals that

don’t require coupons. If your emails are helping customers save money

on something they want, they’ll be a lot less likely to unsubscribe.

2. Provide useful or interesting informationCoupons aren’t the only thing of value you can send through email. You can

also treat these communications like a newsletter. This is trickier, but if

you’ve been doing your homework and researching your customer base,

you should have some idea of what they’re interested in. A law firm might

send out simplified explanations of new, relevant laws, or a thrift store

might provide examples of affordable fashion.

3. RedirectIn addition to providing value, you can also use email as a way of directing

people to a web page where your brand is communicated explicitly — to the

mission statement you established earlier, or the story of how your business

got started. Place a link in the email footer. If they go straight for the “

unsubscribe” link at the bottom, some branded copy and a useful link

could keep them interested.

Email is a very effective tool in terms of driving sales... To keep your recipients interested,

emails need to provide obvious

value.

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Communicating through social mediaThe difficulty in using digital media to communicate a brand stems from the

huge number of available outlets and methods. There are literally millions

of ways to go about it, and the field is constantly changing. Most SBOs

(73%) feel like they need to constantly monitor their brand perception, but

trying to figure out which platforms their customers are on is a daunting task.

Each platform has a unique function, and it’s important to realize that you

don’t need to be present on every single platform. Trying to push your

brand on Facebook, Twitter, LinkedIn, Instagram, Pinterest, Vine, and Tumblr

requires a lot of manpower and is unrealistic for most small businesses.

Rather, consider the value in having a brand presence on targeted platforms

and mastering your brand message and engagement there.

The two most popular platforms are Facebook and Twitter, so we’ll point

out a couple of tactics you can use on those platforms; just keep in mind

that these do not apply to all brands.

1. Use Facebook for a broad reach The main benefit in using Facebook is the size of its user base. With more

than a billion users on Facebook worldwide and 17 million in Canada

alone (approximately 50% of the population), there’s a good chance

that many of your customers are among them. There are several different

ways of approaching the platform — image-based posting, short text, and

link curation, to name a few — and Facebook is constantly evolving its ad

platform. Overall, it is the safest place to start.

Consider the value in having a brand presence on targeted

platforms and mastering

your brand message and engagement there

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2. Use Twitter to engage in conversationsWhile Facebook is more geared toward posting, Twitter is a platform

focused on reciprocating. It is more anonymous and faster than Facebook,

but does not have as many users. However, a brand that wants to respond

quickly and hear what its customers are saying would benefit from Twitter.

It’s a popular choice for customer service.

A word of warning: Be careful not to send out automated responses!

Communication via social media should be just as personal as

communication in person. Physical distance is no excuse for lazy

interaction.

III. Creating brand advocatesA thousand people could hear about your business and walk through your

doors, but it will not continue to grow organically if they’re only hearing

about it from your mouth. Your customers and your employees should want

to communicate your brand for you. If they believe in your business, they’ll

willingly spread the word for you.

Many major online retailers rely on brand advocates for promotion. They

make sure that their values — competitive prices, fast shipping, and excellent

customer service — turn customers into advocates.

Zappos prides itself on its customer service and has been widely praised

for its intensive training program and unscripted interactions. A company

rep once sent a customer flowers after learning of a medical procedure

that made it tough for her to find shoes.

Amazon also focuses on quality customer service. CEO Jeff Bezos calls his

company “customer obsessed, not competitor obsessed,” and he personally

attends call-center training two days a year. According to Bezos, Amazon

strives to “arrange things in such a way that our interests are aligned with

our customers’.”

Your customers and your employees should want to communicate your brand for

you. If they believe in your business, they’ll willingly

spread the word for you.

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This approach is even more important for small businesses, which may

not have the resources to run a big ad campaign. Invest in your strengths.

Perfect them. That is what turns people into loyal supporters, and it’s what

will get them to tell their friends about you.

Employee advocatesYour employees may know what your company does and how it operates, but

that doesn’t mean they want to improve it or share it with other people. They

should be familiar with the brand message and the things that set it apart from

other businesses, and they should be as excited about it as you are.

Turn your workplace into the embodiment of your brand’s best qualities. Make

it something your employees can be proud of and want to communicate.

1. Hire for your brandThis might seem obvious, but it’s easy to overlook if you’re desperate to

hire staff. Not everyone is going to feel as passionate about your brand

as you do, but some will feel passionate about it. Keep that in mind when

you hire. You don’t want to hire someone who is incapable or less capable

just because they’re enthusiastic about the business, but keep an eye

out for potential employees whose personality traits mesh well with your

brand.

2. Create brand cultureNot all internal communication should be direct. Sometimes getting

employees in the right spirit is a matter of establishing brand culture.

This can be an attitude, an aesthetic, or both. Bring your values to life and

put your mission statement into action. Lead by example and show your

employees what the business is all about. Your brand should permeate the

company culture.

Turn your workplace into the embodiment of your brand’s best qualities. Make it something

your employees can be proud of and want to communicate.

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3. Encourage them to get involvedRather than treating your mission statement as a doctrine, encourage

employees to be open about their impression of the brand. If they feel the

lighting in the store is too depressing, for example, listen to them and have

a conversation. Even if you don’t end up taking their advice, involving

them in the process will show them that you value their opinion. Often they

will offer a fresh perspective and will be more direct in their suggestions

than customers.

Customer advocatesBringing customers into the fold is just as important, but if you’ve done

everything else to engage them up to this point, it should be a natural part

of the process.

Take the time to communicate with customers personally to help build a

relationship. Invest in them, whether online or in-store; find out what interests

them, why they like your product, and what they think of your brand.

Show an interest in their interests and, above all, be authentic.

Show your customers that you care about them and can relate to them by:

• Remembering their names• Personalizing your interaction

• Admitting when you’re wrong• Treating them as you would like to be treated

• Going out of your way to meet needs

Take the time to communicate with customers personally to help

build a relationship.

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1. Simple gesturesAn example of a personalized interaction is “latte art,” where baristas

create a design in the foam of their customers’ coffee. It’s a simple gesture

that gives customers something extra to get excited about and offers a

talking point if they want to recommend the business to a friend. Calling a

customer by name falls into the same category, as does remembering their

“usual.” It’s not enough to simply recognize your customers — you need to

show them that some relationship exists.

2. Random acts of kindnessKeep your eyes peeled for opportunities to go out of your way to help

your customers: opening the door, helping them take their purchase out

to the car, or making sure that your business accommodates wheelchairs.

Treat your customers like guests in your house, and let them know you are

there to make them feel comfortable and welcome. They’ll recognize your

efforts and thank you with their actions.

You can also try setting up a suggestion box. As with employees, the best

way to gain customer advocates is to get them involved and make them a

part of the brand.

Keep your eyes peeled for opportunities to go out of your way

to help your customers: opening the door, helping them take their

purchase out to the car…

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ConclusionIt’s tempting to think of branding as a way to get new customers through the

door, and that is certainly part of it, but it should really be about establishing

lasting relationships with your customers more than anything else.

To establish a healthy brand, you need to:

Remember, branding is a continuous process. Once you’ve gotten the

hang of it, it should be second nature for you to consistently take all of

these things into consideration. With the business climate changing as

rapidly as it does, having a strong and consistent brand image is more

important than ever.

For additional resources related to small business and branding, visit the

Amex for Business Canada Facebook Page, where you’ll find a constant

stream of advice, support, and useful information to help grow your business.

• Consider your values• Identify what sets your brand apart

• Build on your strengths• Communicate your values effectively

• Understand your customers

• Encourage employees and customers to get involved

It’s tempting to think of branding as a way to get new

customers through the door, and that is certainly part of it, but it should really be about

establishing lasting relationships with your customers more than

anything else.