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As a small business proprietor, it is important for you to understand the benefits that you will enjoy from being able to promote your branding. Granted, you don't have the budget for big-time promotion like larger companies do, but you can still make do with what you have. Just because you're small, it doesn't mean you don't have as much chance as the bigger fish.
Relate More to Your Consumers
There are two things that you should remember when creating a brand for your small business. First, in creating a tag line, you should create a consumer-oriented slogan. Consumer-oriented tag lines are those that specifically point to your position in relation to the consumer, not the competitor. This way, the consumer can understand the benefits that they can enjoy from your brand.
One good example is the Nokia tagline: "Connecting people." This two-word advertisement is very powerful, and it is to this slogan that Nokia owes it's success. This is because patrons understand that Nokia's phones are connecting them with each other, and thus, a greater appreciation for the brand is instilled in the consumer's mind.
On the other hand, competition-oriented tag lines are those that point out how superior your brand is compared to the competitor. An example would be Coca-Cola's "The Real Thing, " which would imply that the competition is not as real as Coke's products are. However, the meaning is lost to the consumer. As a small business owner who cannot afford large-scale advertising to support that claim, it is not wise to risk such a move especially at the start of your career.
Make Your Brand Visible
After you come up with a logo and a tag line, the next thing you should do is to promote it. Here are some inexpensive ways that you can implement your brand and market it to your consumers:
o Use it in every correspondence you make.
When you write e-mails or business letters, make sure to include a letterhead that sports your logo and your tag line. This is one way of instilling your brand into the minds of your customers and potential clients. Your calling cards should also have a copy of your logo and tagline in it. The point is that you are marketing your business, not your identity as a proprietor.
o Interact with the community.
When you can, participate in any community-oriented activity in your community. You can organise outreach programs or sponsor events. When you are interacting with your community, your logo and tagline should be visible all throughout the banners, streamers, and advertising paraphernalia used when promoting the event.
You can also try and solicit the advice of the people in your community through surveys and interviews, with the people who conduct these activities identifying themselves as part of your business.
o Use the Internet.
The Internet is a giant repository of valuable information. To show your commitment to the people, publish articles depicting your knowledge about your market. Always include a tagline that leads back to your website, as well as information about your company and brand.