In the “small business” world, it is very common for businesses to be unaware of the effects their brand has on it’s viewers. Small business owners don’t have as much time to focus on their brand because their work and employees usually take priority. That being said, in a world where starting your own business is becoming more prevalent, it is more important that ever to be aware of your brand and the impacts it has on your clients and future customers.
What If McDonalds Had Green Arches?:
Colour is the first thing the eye notices–it is also the fastest acting agent in visual memory. Has your business selected a color to coincide with your brand? This colour choice would be used for your logo, signage, decals, etc. If the graphic on your truck is yellow and the sign on your building is green, you are sending mixed signals to potential clients. Consistency in colour help build brand equity while having an inconsistent colour scheme will confuse your market. When clients come to us for branding we like to take the phycology of colour into consideration. Here are some very basic examples of how color impacts the human brain:
Blue: Represents trust and security
Green: Encourages growth, and prosperity
Red: Creates a sense of urgency or hunger (it is the most recognizable but also the most common in some industries)
Yellow: Encourages appetite (although it can be the hardest to read)
Orange: Associated with ambition and energy
The use of colour is a very effective tool in branding and marketing. Everything from the shade of the colour, to the frequency of its use plays a large roll in how the brand is received. As we learn more about consumer perception and the psychology that surrounds it, we can increase the strength of our marketing.
The Thing About Slogans:
Does your company have a slogan? Slogans are very often overlooked or misused in small businesses. There is a common misconception that slogans have to rhyme or be more catchy than the business next door — this is not always the case. Instead of looking at it as a slogan, think of it as a “one sentence opportunity” to let your viewers know: “What you do and why you do it”. For example, hundreds of companies use initials–very often it’s initials of full names or a partnership. Let’s say you are “ABC Builders” … is your viewer aware that you do residential work? If you had a clear, concise slogan stating what your company does, you are clearly communicating to your potential clients. If they don’t know what you do, chances are, they will move on to the “XYZ” company that is the same company, but has more effective communication and branding.
Remember, branding is communicating with your audience. Provide your market with the easiest channel to understand who you are, what you do, and most importantly (for the sake of growth), make it as easy as possible for them to buy your product.
The title isn’t as complicated as it sounds…do you have a company truck? A trailer? Employees? These are all examples of mobile billboards. Decals are becoming more and more affordable. This gives you dozens of square feet of free ad space. Driving up and down streets with a strongly branded mobile billboard will make your business more recognizable and more memorable. If you have a handful of employees or an entire workforce, you can place your logo on their shirts, jackets, hats, etc. This will give your business a professional look and shows customers that you care about your brand. Your employees will be more than happy to walk around advertising for you everywhere they go.
These are just a few ideas that are worth looking into and exploring. Strong branding doesn’t mean that you have to have an unlimited marketing budget. These are very cost effective ways of achieving your marketing goals.
As the world around us becomes more and more competitive. You should be proud of your brand and it should support the quality of service or product you provide.
If you have any questions regarding this email feel free to contact our creative director Mike Burnard: Mike@threemarketing.ca or 204.346.4418
We would be more than happy to sit down and talk about what your brand can do for you!
Three Marketing Inc. is proud to be Steinbach’s most trusted marketing agency.