Branding: Is It a Luxury?
By Renata Acioli on AUGUST 21st.
As owners, we wear many hats throughout the day and night. Strapped for cash and time, many small business owners go the DIY route: assembling a mishmash of images and graphics, whipping up a website and some messaging and combining disparate images in order to start selling. The focus is on getting it done and getting started on sales. After all, that is where the revenue is generated, right?
Audiences make meaning of everything
When we market, we are communicating. When we communicate both intentional and unintentional messages, our audiences are in turn generating emotional responses and automatically developing perceptions—our brains are designed to do this.
These meaning-making events are experiences with our brand. These brand experiences happen right from the start with our target audiences, our competitors and in our industry landscape. Branding later is not an option.
Without clarity and a focus for messaging, small business owners use images, language and content that are not on strategy. Sending inconsistent, mixed messages with the wrong signals generates unintended perceptions among prospects, wreaking havoc on our businesses.
Flip how you see brands, and branding