Create a memorable brand: 3 steps

By Steve Strauss

Q: Steve - What are the traits of a good brand, and how can I create one for my small business? -- Amy

A: It is certainly easier for a big business than a small business to create a memorable brand. Give me a multi-million dollar budget, a great ad team and tons of mass media exposure and I bet I'd create a great brand, too.

Alas. The good news is that you don't need a huge budget to create an excellent brand. You simply need inspiration, creativity and follow through. But before we delve into that, let's look at the big picture.

What is a brand?

When you think of BMW, what do you think of? Maybe you recall their slogan, the ultimate driving machine, the sleek look and feel of their cars or the expensive price tag.

All are part of BMW's brand, and all work to reinforce the image BMW wants you to remember: That theirs is a superior, expensive, top-of-the-line automobile.

Your brand is your promise to your customers.

BMW promises great cars. McDonald's promises affordable, predictable food. You want to do something similar. You need to create an intentional thought and feeling in the mind of consumers when they think about your business. That is your brand.

So what is the promise of your business?

Brand characteristics

There are three distinguishing characteristics of great brands:

First, brands are unique: The whole idea behind branding is that you distinguish yourself in a crowded marketplace. If you try and be everything to everyone, you will be nothing to no one. Your brand has to be unique to your business, and different than other things out there. And it must also be something at which you are great.

Second, brands deliver on their promise: Your brand must be based in reality. That is, it must be linked to the culture, style, product and service of your business.

Take Whole Foods Markets for example. What is their promise, their brand? Essentially Whole Foods promises that you will get fresh, healthy, quality, organic food in a cool atmosphere. The chain (growing at a record clip, by the way) bets that you will be willing to pay a premium price for that sort of product and experience, and they are right.

Now what if Whole Foods actually sold inferior food? They would be out of business, pronto, because not only would no one pay higher prices for lesser food, but the entire brand and name would feel like a fraud.

Your brand has to be, well, organic. That is, there must be integrity in your brand. What you promise must be a close approximation of what you deliver.

I am the friendly, easy- to- understand small business guy; that's my brand-or I hope so.

Third, brands are integrated: A quality brand is reinforced by everything you do: Where your business is located, your prices, your customer service, everything.

Similarly, all of your marketing must be integrated. If it is not, it will be hard to be heard above the din. You must reinforce your desired image again and again. The best way to do this is to create marketing materials that have the same look, feel, logo, tagline, and so on. In this regard, I think Microsoft Publisher can help a lot, as can Office Live Small Business.

Steps to Creating a Great Brand

Based on all of the above, here is how to go about creating your small business brand:

1. Decide what your promise will be: As indicated, this must be based upon something real in your business, something you value and hold dear and are willing to hang your hat on. It could be almost anything:

I have an attorney friend who advertises "Divorce for fathers only." That's it. He does not do personal injury or bankruptcies.

Nordstrom's offers top-notch customer service.

Starbucks offers excellent coffee in a relaxed atmosphere.

What is it you can promise, and deliver on, better than anyone else? That's the ticket.

2. Create a campaign: Come up with an angle and test it. Ask people you trust what they think of it. Create a logo and tagline that reinforce that image. Then get the word out.

3. Reinforce the brand: You colors, Web site, tagline, logo, signs, advertising, and all other marketing materials must present this unified thematic image again and again. What Motel chain will "leave the light on for you"? Motel 6 of course. Repetition, repetition, repetition.

Here's the idea: When a customer is finally looking for what you sell, they will remember you because they subliminally noticed your branding time and again. It's as simple as that.