The Importance of a Brand for a Small Business

In Business Strategy, Digital Marketing, Marketing Strategy by Robb FahrionLeave a Comment

Reading Time: 8 minutes

Every small business is faced with the dilemma of standing out in a world that can seem saturated with too many businesses and products to keep track of. Your products will sell depending on how customers perceive your company, and therefore, you have no option but to come up with a brand that is unique and provides something that is different from the others. Here are some of the advantages of taking time and growing a brand from scratch.

Your brand should build credibility for your organization. The success of your brand is linked directly to the emotional connection people will make with your company. A brand should make a statement about who your company is and how you operate. As a business, you should be willing and proud to stand behind your brand and your brand identity – after all a brand is nothing if the company is lacking. At the same time, a company won’t go far without a brand.

So, what exactly is it about a brand that is so essential for smaller businesses?

A Strong Brand Inspires Employees

When you have a highly reputable brand, your employees will feel proud to be part of the company and more likely to invest in it and work hard. Working for a company they are proud to be a part of boosts morale in the company and results in a positive work ethic.

Everyone knows how important it is to have motivated employees in a company. Production will be higher during such times, and that means more revenue – it all starts with having a solid brand people can get behind.

A Strong Brand Supports Advertising

One way to use your branding to support advertising is to ask employees to wear your logo to events. If they are attending corporate events, a logo on their shirts will make people want to know more about your company and your products. In fact, you may start getting calls and mail inquiries from potential customers just because they saw your company logo and name on a product.

Not only should your employees wear your brand, but why not your customers too? One excellent marketing strategy is giving away branded t-shirts, hats, and other items to customers at job fairs or other public forums. Mail is still considered one of the most effective forms of marketing, and many companies will mail in promotional products for their customers or potential clients to wear. With a solid brand, your logo will support and enhance your advertising.

Word-of-mouth is another form of marketing that is supported heavily by a solid brand. If people are treated well and the products are top of the line, word about who you are will get out quickly. Printing out business cards with your logo on it will allow people to carry your brand in their pocket to show people who are looking to purchase similar products. A happy customer can spread your brand like wildfire.

A Strong Brand Boosts Your Recognition

If you are just starting out as a business, you may not find it easy to create your space in a competitive industry. We already discussed how branding increases your recognition through advertising, but there are other ways recognition is important.

Networking is essential if you want to build a local presence within your community. Sponsorships, opening a booth at job fairs, and mingling with CEO’s and owners of other companies is a huge way to be recognized in your own community. Your brand being recognized by other business owners is so important for potential collaborations and recommendations in the future.

When your company and brand start to grow, you soon have other companies reaching out to you because they want to be associated with and mingle with your brand. This all starts from the ground level, and the more exposure your brand can get (especially locally for a small business) the better.

One way to make sure your brand is recognized is by keeping a consistent company identity and being sure to use your brand and logo consistently throughout all platforms. For instance, if all your emails and marketing campaigns contain your logo, you will get more recognition than an entrepreneur who has no logo or whose logo is weak. You also don’t want your logo on Facebook to be a different color or design as the logo on your products, company sign, or website. Consistency in a brand, and consistent quality of the products and services it represents will drive your recognition up.

A Strong Brand Builds Trust

Do you want to build more trust between you and your partners and customers? It is easy to do that when you have a recognized brand. In fact, people tend to believe more in brands than the people behind them. Your brand represents who you are – and a good brand with a solid reputation will automatically tell people you are someone they can do business with.

It’s important to note that a brand does not build trust overnight. You can have a logo that sticks in someone’s mind, a product that is high quality, and even services that outdo your competitors, but that does not mean your brand will be highly trusted. Only after years of this high quality service and the success of your product, will your brand be not only recognized, but genuinely trusted.

How many brands could you recognize if they were put on a screen in front of you? Probably thousands. How many can you say you actually trust? You may be able to count those on your two hands.

A Strong Brand Shows Your Value

A business that values itself cares about its image, and an image is seen through a brand. If you do not have a brand, it means that you are operating almost anonymously. People will not attach any value to your business, and in most cases will be less willing to partner with you.

In fact, Forbes claimed that brands are more valuable than the companies themselves. In addition to that, they will be flocking to your competitors even if you provide better services than them. It is essential that entrepreneurs invest their time and money in creating a brand that sticks in the minds of their customers and partners.


Thank you so much for reading The Importance of a Brand for a Small Business. We really appreciate it! If you have any questions about our article, or can suggest any other topics you think we should explore, feel free to let us know.

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Robb Fahrion
Robb Fahrion, Partner
Flying V Group