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Branding for Small Businesses

What’s in a name? A lot of things…But your small business’ brand is not one of them. Your brand is not your name, or your product, or even your logo. It’s a common misconception that a small business logo or identity package is its brand. But small business branding is about much more than that.

The difference between a name and a brand is that a name doesn’t have associations; it is simply a name. A name becomes a brand when people link it to other things.”Timothy Calkins, Marketing Professor at Northwestern University.

Your brand is a great example of something that is greater than the sum of its parts. It can be thought of as the result of all the values and images that people associate with your company. It is made up of your name, your small business logo, the tone of your marketing copy, your small business website – everything that comes together to tell the world who you are, what you are about, and how stand apart from your competitors.

Want to learn more about branding a small business?