It seems like everyone is using the term “brand” these days. What is a brand? Here’s a one-word definition: it’s your reputation. And branding is the effort to influence that reputation.
That means every business is a brand, not just big companies like Coca-cola or Nike. Small businesses are brands, too. But is the “brand” something that emerged accidentally during day-to-day operations, or was it intentional? Many small businesses don’t realize that they can more deliberately affect what people think of them. Small business branding can give you a leg up.
Your branding can result in potential customers ignoring you. Or it can draw them in. A beautiful logo and website, sharp business cards, and an enticing storefront—when combined with all the other great things about your business—can take you to a new level of success. When all the parts are working together consistently, they create a strong identity. Are you ready to take control of the impression you give?
Starting a new business is exciting. Recently I partnered with Wonderlich Dermatology to create a brand identity for the launch of their new practice. Located in Fairbanks, the clinic is a calm, friendly oasis serving interior Alaska. Everything needed to look modern, pleasing, and attractive to potential patients without being too formal or stuffy—something perfect for Fairbanks, not Manhattan. As the practice grows, we continue to create new collateral. I know that getting a top-notch small business off the ground is a ton of work for entrepreneurs, so I appreciated these kind words from the owner:
As another client wrote,
Are you a small business with your hands full? I’d love to create your brand identity and free you up to focus on the rest of your business.