“I’m a small business, so why do I need a brand?”
Business and marketing experts urge small business owners to “brand” their businesses with a logo and a set of consistent marketing materials. You may not be convinced that you need a brand as an independent insurance agent, but let’s look at branding in a different way. What if you were to replace the word “branding” with “reputation”? There’s no doubt that you do care about your reputation!
Branding is about the impressions you make. If you want to succeed, your impression should do two jobs. It should convey what is special about your business and it should show you in a positive light. A logo and consistent marketing materials can increase your sales and revenue in the following ways:
They demonstrate that you are established. A logo and business stationary show that you are committed to both your business and your clients and conveys the impression that you’ve been around for some time, and you’re stable.
They can attract more clients. Some clients look for a well-defined company and “look and feel” may be one of their criteria to making a purchasing decision.
They increase your credibility. A logo makes you look experienced and professional. If you’d like to be known as an expert in your field, this type of credibility is the first thing you need to establish.
They can help you to be more memorable. Clients will be more likely to call you when they have a need if they have something tangible in hand.
They help you to stand out. A well designed logo and an identity system can put you ahead of your competition, especially as a part of a strong marketing program.
They convey a sense of stability to your clients. You may not have been in business since 1910, but if you have invested in an identity, you are much less likely to fold in the eyes of your consumer, which can build trust with your clients and prospects.
They show your commitment and your personal pride in your practice. Brand your company/business for yourself! A logo will increase your confidence, which will show in all of your business interactions and practices.
If you have a business, you have a brand. What you decide to do with it is up to you!