It is a curious topic -transforming businesses into brands. Being a brand is something more valuable than being a business, and it takes a far more strategic approach. But is it really worth the effort to build a brand?
Brand vs. Business
A business is merely an entity that offers certain goods or services. In all respects it is a soulless entity, devoid of a voice or character, and focuses on the end result. Customers may buy from a business, but they don’t create an “emotional bond” to it. They are reserved for the brand.
Brands are essentially “perceptions” that have been carefully crafted by marketers and strategists and encourage customers to equate certain emotions and personality traits to the company.
Importance of Branding for Small Businesses
Branding is more important for small companies than for large companies. The benefits of branding are staggering for small companies with limited budgets rather than large investments and cash flows.
Strategic design and digital activity are the two most important tools in your marketing arsenal that can turn you from an SME into a successful and thriving brand. Here are some strategies and steps to make this change a success.
Digital Transformation Strategies:
1. Your Brand Logo and Other Visuals
A logo is the strongest identifier of a brand. In the digital space, brand strategy becomes even more important for a small business trying to develop its brand strategy. It becomes your identifier, which sets you apart from others in your area. If your logo design is representative of a long-range, strategic goal, employees can participate and understand the brand message it expresses.
In properly update your company’s logo, it must be reorganized (to fit various digital platform specifications) and, in some cases, completely re-imagined.
2. Consult an Expert
If the rebranding seems like too much of an undertaking, don’t feel overwhelmed. You are not alone, many SMEs (33%) are far from digitization because they do not know how to do it and do not have the budget to hire in house digital / IT marketing specialists.
The good news is that there are many design and marketing agencies that provide consulting services for a fee that can support your digital transformation and digital marketing needs.