Consistently Branding Your Company

When it comes to marketing, many small business owners do it themselves and discount the importance of branding and corporate image. Here's how to avoid that trap!


Corporate Identity for the Small Business: Image is Everything...

In real estate, it's "location, location, location". In today's marketplace, it's "image, image, image". First of all, that doesn't mean that you should sacrifice the core of your business just to "look great". It does however, mean that many of your prospective clients may not even CONSIDER you if your corporate identity is lacking or non-existent.

Having a solid corporate identity is the basis for solid marketing pieces. Most small business owners make one of 3 basic mistakes: they do it themselves because they think they "can't afford a professional", they do nothing, hoping for the best, or they "just start somewhere and try to get better as we grow." I've seen it time and time again... without a solid corporate identity, many small businesses never get the chance to grow. They are eaten alive in the fierce marketplace we all operate in today. You must be noticed to be considered. That's why a solid corporate identity is crucial to your business success.


How to Have a Strong Corporate Identity

One of the first things that a small business owner can do is work with a firm like Kairos Designs that will help you develop a strategy. What's the focus of your marketing plan? What do you want to accomplish? By When? What's your investment budget and target Audience? The list goes on... Based on that strategy, then we develop marketing collateral to support and communicate the company's marketing goals. Now your creating marketing materials on purpose and with ROI in mind.

Lastly, one of the most basic things a firm like ours can help you develop is a "Corporate Image Style Sheet". This is a document that controls what we call the "look and feel" of every marketing piece that goes out of your company, including memos, brochures, business cards, sales sheets, websites and more. It's a simple document, but CRUCIAL to making sure your corporate image is solid and consistent.