For a small business to be able to brand their product or service simply means that their product awareness among consumers has reached a level that the brand becomes the product. Good examples of that is Coca Cola and Nike, who through aggressive advertising and product promotion, have become well known on a world-wide basis.
From a small business standpoint, it would be rare if a brand of that magnitude would ever be achieved, but even a local or regional brand would be a major coup. Car agencies, furniture stores, amusement parks and restaurants are typical forms of business where the achievement of brand status really counts.
One tool that local business can use to help the brand awareness is the internet. With all the tools now available, the information can get out to the public much faster, and targeted to the people who will best be interested in hearing about it.
It used to be, just a couple of years ago, that internet and website optimization could be handled from the inside, and in larger organizations, it can be done that way. But for the average small business in a small market, a full time internet employee isn’t always feasible.
In most cases, given the scope of work that must be currently accomplished, it is more cost effective and results effective to hire a service which has a proven track record.
The breadth of the overall scope of tasks that must all be coordinated eclipses the time and talent ability of most small businesses. For example, the different disciplines and tasks are broad enough to warrant different individuals working on different tasks in the optimization process.
As an example, you would have a different person working the website, and its design, a different person working on the rankings, and a different person or group assigned to social media concerns.
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With that said, a well designed and well run online campaign can do a lot in helping to establish a brand.
The logo is imperative in the brand strategy, and it should be placed on everything that the company does. It should be on the website, email, stationery, brochures, packaging, everything. It is true that if you tell people something often enough and long enough they will perceive that what you are telling them is true, and they will continue to accept that concept fro that time on.
A brand is something that has real value to a business, because it is a real asset carried on the books. It gives the fortunate business the ability to actually charge more for the product or service than its competition who might be selling the exact same thing.
The brand should be targeted to the ideal customer of the brand and should be expressed as such, indicating that if you are not interested in purchasing the brand, you are somehow missing the boat. This is the strategy that all successful brands have been able to instigate and perpetuate over time.