"Every business has an identity of its own" 

How many time have experts dilly-dashed audiences with this cliched line? Countless times, right? Well if every brand was so unique, then economics would be a whole lot different than what we know.

The question for the day is what makes or breaks a brand. Why some products go on to become big brands while others don't? It's not always a question of hard work, budgets and staff organization. It's all about hitting the right brand-style quotient.

With the multiplicity of promotional tools that technological advances offer us, branding is something that is totally in one's hand. The way these tools are used is what differenciates a big brand from a small one.

Working out a brand campaign is a huge responsibility. Getting the check list right is what sets you off. So how can businesses, even if they are small, brand themselves like the Big ones?

1. Uniformity At All Levels

Logistics and manpower are different for big and small enterprises. In a big firm, the general notion is to work by the "trickle down" system. Marketing gets done by various teams who work on extreme detailing. However, in SMBs, the workforce is less and work structure gets distributed horizontally. For some it seems like a disadvantage as work gets piled up in a single individual. On the flip side, we see the positive in this situation.

The largeness of a firm allows individuality of action. This is not always favorable as "each employee is reinventing the wheel". What if every employee started answering mails in their own style? Chaotic, right?

As an SMB, owners simply have to keep check on small things like mails, fonts they use,  content templates, signature styles and content drafts while dealing with customers.

2. Develop A Style

Branding is a dual process- as much about one's company as it is about the customer who is going to look and shop the product. The core message for any firm looking to kickstart their branding campaign is to find a mission statement and work around it. The key here is to think like a customer would do - what would they like, how do they percieve things, who is to be the ideal audience, what kind of visual representation are they expecting, Questions are tough and is a pyschological game at best, but one worth playing around with.

3. Visual Appeal

Colors, fonts and graphics are the three factors that any customer looks out for. You don't have to be using jazzy colors, sober ones would do too. Playing around with fonts is not advisable, rather stick to one. So far as images is concerned, the essential factor is its relevancy to their brand campaign. To pull a crowd, you don't have to necessarily use evocative images in any way. That's a negative, mind you!

4. Content

Let's take an example. You send emails to dozens of clients daily. That's your business so you are one doing the targetting. But the point to remember is that the client is a free entity. They may receive hundreds of offer and campaign mails. So why would they bother opening yours exclusively unless it is a standout. That'w where content comes in. From simple things like a uniform mail header, to crisp details and quality language, content is a win-win tool in the arsenal of any company.

5. Patience

Most small brands tend to phase out due to lack of patience. Remember that the Market is an ocean unto itself and the small fish also get to stay. So even if your branding camapign is not exactly touching zenith, it is important to remain patient when things are not going your way, because quitting is simply not an option, its a forced predicament.

To sound the conclusion bell, we say that the seller-buyer relationship is a fragile turf that keeps changing course. Nothing is consistent but brands have to work their way up to stay. This is what I call "character building" for a brand. Remember that the customer is not a liability. At best, it’s a waste of valuable time because each employee is reinventing the wheel. They are someone who need constant reminders that there "I am, find me".

What are your thoughts on this issue. Do leave us a reply below.

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