snowflake and unique branding

Building a Business Brand

Everyone is known for something. As much as you may wish that’s not the case at times. Similarly every business is known for something, be it a product, service, or character quality. What is your business brand and how does it affect what you’re known for?

According to Wikipedia, a brand is defined as follows:

Brand is the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.”

Does this truly define what a brand is when you look at a company? If we look at some open source companies lets see if we can identify what makes up their brand. Then we can see how this applies to building a business brand for your small business.

Does A Business Brand Matter?

First question, does it matter if you have a business brand? Do you have to define a brand for your business? I think this is a great starting point. Based on my first sentence in this article you already know I believe a brand is an inherent part of a business. Rather than a contrived, artificial creation by some marketing team I believe a business brand always exists. What matters is the definition of that brand and how the brand is represented by the marketing team and other business outreaches.

Open Source Branding

Open source organizations are no exception. If we look at some popular open source platforms we’ll still find the existence and identifying effects of a brand.  One example, Drupal, an open source content management system has created a page just for the purpose of defining their brand. You’ll find they have defined brand slightly different from the dictionary definition above. Rather, Drupal believes “a brand incorporates the values, culture, mission, personality and image of an organization.” This is an interesting difference.

Open source places their brand identity in the intangible aspects of the people who make up their community. I think this is a fantastic application of the branding definition.

The people within a business define and represent the brand.

Learn from Open Source

When building a business brand you would do well to learn from the open source organizations. A small business has the opportunity to establish itself both in culture and in branding. Don’t try to be just like someone else. Find ways to differentiate yourself.  That sometimes feels easier said than done. Especially in some fields where the barrier to entry is low and competition is strong. How do you differentiate your business when building a business brand?

Everyone is Unique

At first glance the question can seem to be a difficult one and uncertainty can leave you unsure where to begin when building a brand. But the truth is building a successful brand is simple. You don’t have to build a brand. You embody a brand. You are the brand. As we discussed  earlier, every business has a brand already. Every person in your business represents and lives the brand. And the great news is everyone is unique. There is no one exactly like you on this planet. Because of this simple fact the business which you are a part of is also unique. Build your business around this principle.

You’re not building a brand in the creation sense. You’re sharing a brand that already exists and drives your business.

Take the open source example above. Merge that example with the concept that everyone leaves an impression. The result is where you focus your attentions and efforts. Rather than attempting to “build” a brand you should focus on sharing, nurturing, and growing your brand. Look at the people in your company. (Here’s another benefit to being a small business.) What are the core values, beliefs, principles, and values you and your fellow team members hold? This is what guides your business. This is what you will be known for.

Be Genuine

At the end of the day, your business brand reflects the people which make up your business and ultimately the products, service, support, or whatever it might be you are selling. Don’t attempt to create a false brand under the assumption it will increase your sales. Be genuine in sharing your brand. Your brand is a reflection of your culture. Interested in how this relates to your company culture?

Small Business First

Small businesses have the greatest opportunity to share unique, creative, and fun brands. Your small business can share the culture, the community, the passion of your team members through a brand which matches you.  Building a business brand is simple. Learn from others, Establish values, Be genuine, and share your passion with others.

Remember, we’re all in this together!