by: Lisa Slagle
Your brand is a lot more than a good logo and a business card.
Your brand is everything your customer sees and feels from the second they learn about your company to years after they purchase your product. Your brand includes the sign your customer sees on your door, the words they hear out of your employees' mouths, the products they purchase and what they do with these products for years to come.
It's a full-on experience.
That's why you can be yourself.
You, small business owner, are your brand.
This isn't some cheesy, sports pep talk where I'm gonna tell you to "be the ball." I mean, I guess I could say "be the brand," but the thing is, you already are. People like your products. They like your employees. They like you.
They come into your bike shop because they like how you know which trails are dry. They buy your clothing because they like how your shirts are made of the softest cotton in the world. They get their oil changed at your shop because your mechanics are talented and tell hilarious jokes. See where I'm going with this?
When it comes to your branding, just be yourself. Pursue your passion. Ride the trails you love. Order the kind of clothing you want to wear. Exchange jokes with your employees. It's all part of your customer's experience, and besides, that's why you own a business instead of working for someone else.
Go do your thing.
As a designer, I work with a ton of small businesses. I won't re-invent your brand. I've never done that, and I doubt I ever will. You are your brand. Your identity already exists.
Your company already has its story.
All I do is use art and words to tell it.
Wheelie Deep Thoughts
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