The Power of Branding for Your Small Business

The Power of Branding for Your Small Business (Source: - used as royalty free image)

Whether you’re a big fish in a small pond trying to cultivate your own niche industry, or a small business looking to bring your own unique approach to an existing field, it’s important to stand out - for the right reasons.

The secret to standing out? It all comes down to one key – branding. More than a buzzword, branding is at the heart of what we do here as digital marketers, and developing a strong brand is one of the most important things you can do to ensure that your business finds and keeps customers.

There are many aspects to “branding” today; for our purposes, we’ll think of in terms of the content that your business produces, and how that content reflects who you are and what you represent. Practically speaking, when we discuss branding with our clients, we’re referring to logo design, photography, graphic design, and copywriting, all of which should be consistent and unified across your website, your email marketing, and your social media profiles.

So, why is having strong branding so important to your small business? Here are three big reasons to focus on creating your brand right now:

Stand Out in a Crowded Field

In today’s crowded marketplace, there will always be competition. And in the age of the internet, those competitors aren’t just the other businesses on your block, or even in your city; instead, you may be competing for customers with similar brands from around the world.

Now, while all of that may sound intimidating, we don’t see it as a reason to fret. Rather than fearing competition, embrace it. Take it as motivation and inspiration. Remember that while there may be similar organizations out there, your brand is unique. No other business has your focus; no other business has your team; and no other business has you at the helm.

Shine a spotlight on what makes you you, and you’ll have no trouble standing out from the rest of the class. Having a strong visual sensibility, a singular voice in your content, and an accessible presence on social media will let you tell your unique story and reach your ideal audience. On the other hand, failing to take a hold of your branding, or resorting to pre-fab defaults like stock photos and canned content, may just cause you to get lost in the shuffle.

Unify Your Online and Offline Reach

Chicago business – and certified Friend of the Geeks – Snow Promotions specializes in making “a product for every promotion,” including hats, water bottles, towels, and other products, all branded with their clients’ unique logo or messaging.

Geek Chicago Ball CapWe love Snow Promotions (they even made our team’s hats!), and we think that what they do is an essential part of marketing today. Why?

In our view, businesses today live both online and offline. For example, we’ve seen how television advertisements help spur online searches for some of our clients; similarly, we’ve seen how the positive PR of being quoted by a newspaper can translate into new, valuable followers on social media.  

Having strong branding in place – including a one-of-a-kind logo, a specialized color palette, and a distinct font – will help connect the online and offline sides of your business, making it easier for potential customers to switch from one platform or channel to another. With strong branding in place, you’ll be able to stay top-of-mind and easy to identify, wherever and however your audience may be trying to connect with you.

Inspire Customer Loyalty and Retention

Retention is vital for any business; one customer is able to generate a ton of value beyond their initial purchase, and it costs significantly more to acquire new customers than it does to retain your existing ones.

Fortunately, many of the keys to successful retention marketing are tied up in the keys of successful branding: Your content, shared on your website and on social media, helps promote your brand narrative, inspiring loyalty and engagement. Your visual branding – reflected by your logo, your use of colors and fonts, and the design of your website – ensures that you’re easy to find and easy to trust.

We could go on. The most important takeaway is that having a strong visual and narrative brand is vital to the success of businesses of all sizes.

Looking for help finding your voice? Ready to roll out your branding on a new website or across social media? The Geek team is here to help! Drop us a line today to get the conversation started.  

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Jason Finn

Founder & Chief Geek

Jason has nearly 20 years of consulting experience, predominantly in the technology space. Most recently he was the COO and Director of Technology for Rich Casto & Company, a national training and consulting organization in the real estate industry.
As a consultant for IBM, PricewaterhouseCoopers LLP, and Envision Consulting Group (now IMS Health), Jason has served clients of all sizes, including Big Pharma, Fortune 500, and Global 1000 companies:

  • Allstate Insurance Company
  • AOL (America Online)
  • Astellas Pharmaceuticals
  • Eli Lilly and Company
  • Ford Motor Credit
  • Wockhardt USA (formerly Morton Grove Pharmaceuticals)
  • Norwich Union
  • PNC Bank
  • Reynolds and Reynolds

Sarunas Budrikas

Creative Director

Sarunas is a web design and development expert with hundreds of successful projects in his portfolio. He is passionate about delivering extraordinary user experiences for every client and consistently goes above and beyond everyone’s expectations. As an SEO expert and strategist, he can optimize your website, or app, to get the most out of it, day in and day out. Sarunas holds a degree in Electrical Engineering from Kaunas Technology University, in Lithuania. Sarunas now lives in Chicago, and calls it home.

Alexandra Olsavsky

Client Experience Specialist

Alex specializes in content generation and social media promotion for Geek | Chicago clients, helping to solidify their presence in the online community. This includes blog writing, graphic design, co-ordination and design of weekly newsletters, and active engagement on Facebook, Twitter, Google+, and LinkedIn. Outside of Geek, Alex is a classically-trained soprano who professionally performs around the city of Chicago (most recently with the Chicago Baroque Band, and with the Rolling Stones for their "50 and Counting" tour).