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Often times, prior to a potential customer walking into your office, he or she already has a perception about your business. The type of business you have or the level of service you provide, or maybe the quality of your products has already been attached to customer expectation. Where is this expectation created? What dictates the customer’s perception of your business? Why are there assumptions about the quality of your products or services before the potential customer has entered your business? This communication is a dialogue between the customer and the brand of your business.

So what is a brand? Why is a brand important?
Your brand serves as a representative of your company when you are not there. When you are not able to speak to potential customers, your brand should speak for you. Your brand represents your business values. It defines both your history, as well as, your direction in the future. A brand acts as a statement of WHO YOU ARE and WHAT YOU STAND FOR. It provides purpose.

Creating a strong brand is very important in positioning your business in the market. One of the major components of your brand is that it should differentiate you from your competitors. The brand can be that aspect of your business that can take you from a competitive advantage into a sustainable competitive advantage. The products and services can provide a competitive advantage, but those are things that can be duplicated by competitors in an effort to gain a piece of your market share. The way you deliver your product or service and the care that goes into that delivery are attributes that are difficult to duplicate and ensures that you maintain that top position amongst competitors. Your brand speaks several things about your business. The brand that you create speaks of the quality, credibility, and reliability of your company.

It is good to note here that a brand is so much more than simply the logo or emblem that represents your company. The previous statement, however, is not to diminish the fact that the logo of your business is VERY important. The logo, just as with a website, should be one which correlates to the brand that you are building. The goal of the logo is to remind the customer of the brand associated with that business. I want you to think of companies to which you are greatly familiar with their logos. When you see them somewhere, you think of that company. You think of the product or service associated with that company. The logo has become synonymous with the brand of that company. So the importance of that logo is to act as a reminder. Therefore the true importance of a logo is only visible once a strong brand has been created.

So how do you create a strong brand?
In my opinion a brand is built from the inside out. It is based on internal beliefs and culture. This means that you have to have a strong and consistent culture within your business. Each person, no matter the position should believe and understand the culture to which your business lives. You should ensure that your company maintains a professional appearance. The appearance should be one that illustrates both the culture you have in place and should also be consistent with the industry you are in. You should ensure that you provide quality products and services with the customer as the focus.

In the case of a small business owner, YOU are the key (and often the only) representative of your company. You are the component that will create a brand for your company. Your appearance, your approachability, and your knowledge content will be viewed by others in determining the brand of your company. I always tell business owners to always dress for the role they hope to get as opposed to the position they currently hold. You have to always realize that, as small business owners, you are ALWAYS representing your brand. The smallest miscue or action can drastically affect the brand of your company. You never know when a potential customer is watching. Consistency is key. You want the customer to know what your company is about and to feel comfortable and confident with the product of service you will provide.

Also in building a brand, as it is a major part of positioning, I encourage owners to view what is called the 4D Positioning Rule, when building a brand. The 4D positioning rule covers 4 important components in positioning that I feel should be considered with create a brand. The 4D Position components are as follows:
1. Is it Desirable to Customers?
2. Is it Distinctive from Competition?
3. Is it Deliverable by the Company?
4. Is it Durable over time?

Creating a brand is not an easy task!! After all, the goal of a brand is to speak of value to the customer and as we know, value is subjective. So how is your company being represented? What are the customer perceptions of your business? Does your brand correlate to the culture and purpose that you have set forth? Does your brand provide a sustainable competitive advantage? What does your brand say about your company??

"Perception is reality in the absence of experience." - Tom Martin

If you need assistance with creating a brand plan or learning more about the importance of branding, please contact the Spartanburg Office of the Clemson Small Business Development Center at:

W. Curtis Cross
1875 East Main Street
TRB 318
Duncan, SC 29334
www.clemson.edu/sbdc
www.spartanburgsbdc.wordpress.com
www.twitter.com/SpartanburgSBDC

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