The document discusses 5 key things small businesses should know about branding. [1] Repetition and consistency of branding elements like logo, color scheme, and messaging are important for customers to recognize the brand. [2] Sales reps need consistent branding training to avoid giving customers different impressions. [3] Effective branding involves more than just the logo and includes consistent visual elements and messaging across all customer touchpoints. The summary concludes by emphasizing the importance of focused branding around a few critical concepts to make the brand memorable.

1. LOGO
5 Things Every
Small
Business Should
Know
About Branding
Biobaku Collins Feyisayo
Creator of the “Phoenix Life Path System”™
Author: Rebirth!
Founder of 360° Performance Solutions

2. Many small businesses view branding
as something that only big corporations
need to worry about. Nothing could be
further from the truth.

3. The whole concept of branding is foreign to many small
businesses. They view it as something that only
matters in the ivory towers of global corporations.
Nothing could be further from the truth. Branding is all
about making your business memorable, and it's the
small business rather than the big one that's likely to
get lost in the shuffle.

4. Here are five core concepts that small
business owners should know about branding.

5. 1. Repetition and consistency are paramount
Any parent knows that when you say something once it
seldom sinks in. And, parents who send mixed
messages confuse the child ... and perhaps themselves!
The same dynamics apply to branding: the market
needs to see the same imagery and the same message
again and again and again.

6. 2. Sales reps can undermine your consistency.
Even in large organizations, sales reps tend to develop
their own way of talking about the company they
represent. However, if every rep tells a different story,
your customer base will ultimately have many different
impressions of what your business does. This may
cause customers and prospects to overlook key
products and services -- and perhaps look for them
elsewhere.

7. 3. Branding is more than just a logo and Identity
Every business should have a logo, but just as
important are a consistent color scheme for the website
and brochures, a strong tagline, and a consistent set of
talking points for sales and marketing communication.
Branding should dive deeper into the details still, in
terms of consistent font styles, product/service
descriptions, item numbers, and any other data and
imagery customers see.

8. What is brand? – The perceived emotional corporate
image as a whole.
What is identity? – The visual aspects that form part of
the overall brand.
What is a logo? – A logo identifies a business in its
simplest form via the use of a mark or icon.

9. 4. Branding is far more than window dressing
Far from it: Effective branding reflects and projects the
core values and key differentiators of your business. A
strong brand tells customers what you stand for and
why they should buy from you. Are you the cheapest?
The best quality? The most reliable? The most
innovative? Your imagery and messaging must get to
the heart of what you do.

10. 5. Branding must be focused.
Continuing on the previous point, you must confine
your branding to a few critical concepts. No amount of
branding expertise can communicate that you're the
cheapest, best quality, most reliable AND the most
innovative. The more you dilute your message, the
harder it is to remember and the less important it
sounds. This is counterintuitive for sales people and
small business owners who feel compelled to tell the
whole company story every time they have the floor.

11. Biobaku Collins Feyisayo is The Founder and CEO of 360°
Performance Solutions, a company specializing in the
training and development of individuals and
organizations.
He has consulted for many organizations including NYSC.
As a Keynote speaker and seminar leader, he addresses
more than 5,000 people each year.
Collins's goal is to help you achieve your goals whatever
they may be, faster and easier than you ever imagined.
Call him on +23480372244003.