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The Myths and Benefits of Brand Identity
By Debra Murphy, Masterful Marketing

Your business's brand identity is an extremely important factor in the success of your business.

Your business's brand identity is an extremely important factor in the success of your business. If that is the case, why do so many small business owners avoid developing a brand for their business? There are three myths that many small business owners believe that can seriously damage their success. This article will provide eight benefits of having a brand developed professionally for your business to counteract those damaging beliefs.

The Myths
  • We can design our brand ourselves;
  • We can't afford to have a professional brand developed;
  • We don't need a brand.
We can design our brand ourselves - We have all experienced the effects of a do-it-yourself brand. The owner creates something either themselves or they buy a template on the Internet. What do you think when you are handed a black and white perforated business card? What happens when you get to a web site that looks home made or you've seen the design before? Would you trust the company could provide the solution you are seeking?

We can't afford to have a professional brand developed - It certainly is true that having your company brand and marketing materials designed by a professional firm costs money, but it may cost your business more than a few thousand dollars if you do not have a high-quality, custom brand identity professionally designed. How can you command respect or be taken seriously if you don't take your brand seriously?

We don't need a brand - A brand identity is a basic business essential that is central to your marketing effort. This myth is aligned with the myth that your business doesn't need marketing. No brand is almost as bad as a do-it-yourself brand. Not having a brand makes your business look less than professional. Be objective - would you call your business looking for services if you saw your brand identity?

The Benefits

1. Makes your company look bigger

When someone sees your business cards, materials or web site, what you want them to think is that you are a company that deserves their business. Prospects look for a company that has the resources to help them succeed. They will also expect to pay more for a larger, more established company. If you hand them a home made business card, they will see view you as small and not worthy of their business or the fees that you feel you deserve.

2. Creates an identity that is bigger than you

Many independent professionals that offer consulting or coaching services end up building a brand around themselves rather than the business. In some cases that may be fine, but if you ever want to grow or sell the business, consider developing a brand for the company. A unique brand will be one of the assets that come into play during the sale or acquisition.

3. Helps you stand out from your competition

One of the ways you can separate your business from the competition is to have a unique brand that projects your unique value to your clients. If you provide quality services with attention to detail, your lack of attention to detail in your brand will send a conflicting message to your prospects. Make your brand better than your competition and be sure it projects what you want your prospects to think and feel when they see your materials.

4. Conveys stability in your business

You may be the best, most experienced person in your field, but no brand or a self created brand conveys an impression that the company won't last. A brand helps you develop an image that says

Debra Murphy is founder of Masterful Marketing, a marketing coaching firm that empowers small business owners and independent professionals to take control of their marketing to get better results. She helps you change how you think about your business and put activities into motion that attract your ideal client. She started Masterful Marketing to ensure small business owners had access to the knowledge available to larger companies so they could live their dreams and build a business around their passions. Although her knowledge of marketing covers all the traditional channels, she specializes in online and social media marketing to make sense of it all to those who want to use it to effectively market their businesses.

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