Looking Big, Even When You’re Not

How Small Businesses are Conveying a “Big Brand” Image

In a virtual world, even very small businesses can convey a “big brand” image, and it doesn’t have to take a lot of time, energy or money to do just that. Lenore Kantor, president and Chief Launch Officer with Launch Warrior, says there are two key things that solopreneurs and business owners can do to present a bigger presence: have a clear story and present themselves professionally.

“Develop a focused message to effectively communicate your value proposition as succinctly as possible, Kantor recommends. “The better your pitch is, the more targeted and powerful your presence can be. Sometimes less is more here.”

Next, she says: “Invest time and resources in creating a design that represents your brand. Whether that’s your logo or website, it’s worth making these look polished, because, as your storefront and window dressing, these alone can convey thoughtfulness and presence, which are hallmarks of established brands.”

Conveying Your Professional Image

One challenging step for small business owners to take, but a very important one, is critically assessing their current brand image. Taking a dispassionate look in the mirror can provide a solid foundation for building, or building upon, a brand, says Dan Lobring, managing director, communications with rEvolution.

“I think one of the easiest things a small business can do is think about how their potential consumer would discover them,” says Lobring. That should include a look at your website and “digital footprint”—how active are you on social media, especially on those channels that are specific to your business and its potential audiences. Doing this, along with a review of how your competitors have positioned themselves, can give you a good sense of how you stack up—and where you may be missing the mark.

Don’t have a website, or haven’t updated your site in several years? That’s a problem.

One foundational tool that any company must have in place to convey a solid image is a website, says Susan Payton, president of Egg Marketing & Communications. “My tip is to invest in a professionally-designed website,” she says. “They no longer cost an arm and a leg, and you can even buy a $50 WordPress theme and customize it for your needs. Your website is the first impression of your company, so make sure it says ‘success’ and not ‘small potatoes’.”

A well-designed website can make a big difference agrees Angela Garvey with Vita De Novo Therapeutic Massage and Bodywork. “In a smaller area dominated by larger spas and franchises like Massage Envy, we have positioned ourselves through excellent web design and SEO to top the search results for our area,” she says. The company has only been in business for a year, Garvey says, and it has already been able to top local search results and grow rapidly in southern Alabama.

Getting Your Name Out There!

Despite the critical nature of a professionally-presented website, entrepreneurs also need to leverage a broad range of communication tools and options to ensure that they are top-of-mind, says Jacob Baldwin, global manager of digital marketing with Emerson Climate Technologies. In short, that means companies need to be everywhere!

This, says Baldwin, “is easily accomplished thanks to advancements in digital advertising and web catalogs. There are a few types of digital advertising, but the one I would like to recommend today relies on third-party networks and web catalogs to identify ideal placements for your ads. Look up remarketing or retargeting solutions to fit your needs.”

The process is simple, he says. “One example would be, ‘I want to show my ads on third-party sites to only those people who came to my website but did not participate in any conversion activities.’ These programs will then target those specific users and begin showing your ads.” That type of approach, he says, generated comment like “You guys are everywhere!” In reality, though, he says, “we weren’t.”

That same targeted audience focus applies to other communication outreach, as well—specifically social media. There may be dozens of social media options out there, but not all are, necessarily, right for you. Pick those that put you—regularly—in front of your target audience, and you’ll begin to build a recognized brand.

“We call it touching,” says Joshua Luster with Bunker Box, Inc., a company that provides golf accessories and apparel. “With our brand, our main goal is to show the customers that they are getting a deal from a bigger-than-life company: one that has the buying power to get them lower prices on all golf merchandise.” Bunker Box uses a website, social media, and a strategically planned email marketing campaign to connect and engage an audience. “The content in these emails drives home our passion, legitimacy and top place in the market,” he says. “Consistent contact with those customers with important content. No one likes spam; people like credible, fun, interactive content.”

A consistent, multi-pronged communication approach is key, agrees Mark Stevens, CEO of MSCO, a management and marketing firm. He tells business owners to “bundle your marketing initiatives—such as PR, advertising, webinars—so that they reinforce one another and converge on key social media platforms.”

In addition, he says, “add the element of provocation.” Stevens believes in capturing attention, and generating buzz, through creative positioning that starts with the company name. Some examples: Love My Strutz (a product that alleviates plantar fasciitis), CARbonga ^SRI (an auto app), and his own company. “Our company name is MSCO, but we are branded ‘Your Marketing Sucks’ because I wrote a bestselling book by the same name.”

Making a Big Impact

Beyond websites and other communication-related trappings, there are other ways solopreneurs and small businesses can convey a big brand image, says Peter Blatt with Blatt Financial Group, LLC. “One method I have used to brand my company is to teach adult education at a state college,” he says. “The college places my company and its information on its directory and mails out over 40,000 invitations per year to attend my classes.” Importantly, Blatt notes: “Potential customers view me as an expert even if they do not attend the class.”

Another great way to convey expertise is through media coverage. “Our agency works aggressively on PR,” says Jason Parks, owner of The Media Captain. “When someone visits our website and sees that we have been quoted recently in The New York Times and on Yahoo News, they are eager to learn more about our line of work. It also makes our agency feel like a national company that is able to take on all sorts of business, especially the big fish, even though we are relatively small.”

That’s an approach Erica Harriss, founder of Saving Grace Beauty, LLC, has also used to her advantage. “We are creating our brand, and helping get word out about our product, via media,” says Harriss. “By achieving these big media hits, people make the assumption we are also big.”

A public relations campaign can go a long way toward making a small company look big, agrees Ken Wisnefski, CEO of WebiMax. “The key strategy should be pitching people inside your company as expert sources to the media. Though, it can certainly take a bit of patience and a lot of reading to figure out which publications and authors are putting out stories that intersect with your industry.”

Pitching your point of view appropriately is an important skill to develop, says Wisnefski. “Get your point out quickly, and follow it up with why it is compelling and worthy of reporting. Your pitch has to answer the question ‘So what?’ not just for the reporter, but also for the reporter’s audience, so avoid any jargon, and keep it simple.” Once the press mentions your company, leverage that every way you can think of, Wisnefski recommends, “including social media, your website, newsletters and on sales calls.”

From identifying their desired brand, to critically evaluating their current brand image, to leveraging the use of a variety of communication and outreach tools to stay consistently and professional in front of their audiences, even the smallest businesses can stack up against the big brands.

But, all this talk about looking big aside, Jeremy Gregg, an entrepreneur and three-time TEDx speaker, says don’t be afraid to embrace your smallness. “Depending on your business, a big brand may not be what customers want,” he says. “My advice is to embrace being small and to target customers who value the things that small can offer: personalized service, understanding of local needs, and a real connection to them as a customer, not merely an account.”

Additional Best Practices

The following are some additional insights from small business owners who have learned how to convey a big brand image: