Small Business, Big Look

What distinguishes a large, national business from a small business? Often it starts with appearances. What do we expect to see? Small businesses should take stock of what the big guys do visually.

Big companies invest in their visual brand. They choose colors that evoke a response. They create simple, graphic logos which they then plaster everywhere. They commit to their logo as if their lives depend on it, because they do. These logos get updated over the years, but rarely stray from the original concept. Big companies understand the power that images have on the memory. Small companies can look bigger by designing (or paying someone to design) a simple, quality logo that can stand the test of time, and then sticking with that logo for the long haul.

Brand consistency is another thing big companies do well. Imagine a famous brand of soda. Do you immediately see their logo color in your mind? Their shipping trucks have the same visual effect as their website, their commercials and their bottles. Small businesses can use this same technique to visually imprint themselves on the world. The logo and company colors need to be on everything, from the vehicle to the business cards to the tee shirts to the website. If you commit to navy and white, make sure EVERYTHING is navy and white. If the small business has an office or storefront, this is even more powerful. Customers will respond when everything is branded consistently.

Small businesses benefit from appearing bigger and more successful. By investing time and effort into your business brand, you will gain consumer confidence. People like to do business with companies that treat them well and make them feel smart for choosing them. Great branding is a smart thing to do and makes your company look smart. When you look smart, people will feel confident in doing business with you. When they are confident, you're business will grow. And soon you'll be one of the big businesses you modeled your branding after. Now that's smart!