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A brand is the total sum of the experiences that your clients and potential clients have with your company. A strong brand communicates what your company does, how it does it and, at the same time, builds trust and credibility. Your brand lives in everyday interactions with its customers, the images it shares, the messages it publishes on its website, the content of its marketing materials and in its publications on social networks.

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How can a small business develop a solid brand with a reduced budget? Here are 10 tips to help you get started:

1. Be unique. One of the most emblematic brands of our time, Apple, was reborn after launching, in 1997, an innovative campaign that invited people to "Think differently." Today, Apple products are considered to be better designed, more fun and more reliable than Apple competitors' products. What makes your business unique? What's your story? What do you do that others in your industry do not do?
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4. Grow your community. Many of the world's best brands, including Google, Amazon, Facebook, Virgin and Skype, spend modest sums on advertising and instead focus on building and improving their communities. These companies understand that if people trust the community of a brand, they will extend trust to the brand.

Small businesses have many opportunities to build communities online and offline. For example, you can create online communities on Twitter, Facebook, your small business blog, Instagram or other social networks. And remember that you cannot be in all places at once. Choose one or two places where you can concentrate on building your community and invest your time and resources there.

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1. Build excellent products and services. Earlier this year, market research firm Millward Brown published its annual BrandZ study, ranking the world's leading brands. When you think that the main reason people write about brands is to share experiences (see the chart below the BrandZ study), Apple's highest ranking is not surprising: people love Apple products.

Some companies stop focusing on creating excellent products and services when they are successful. This is a mistake. In 2008, Nokia was the ninth most valuable brand in the world. In 2011, Nokia ranked 81st and this year, it fell even more. Even a strong brand will suffer when it creates average or below average products or services.

1. Have a good name and logo. A strong brand is easily recognizable. The recognition begins with the name of your business. The name will appear on your business cards, letterheads, websites, social networks, promotional materials, products and virtually everywhere in print and online to identify your company or your company's products and / or services.

It is not enough to have a recognizable name. People often associate brands with the brand logo. When thinking about your logo, consider your audience and products / services because you want your logo to reflect your company. A good logo builds confidence and a strong logo will help to unite your brand. Think of the logos of some of the most admired brands in the world (Apple, Google, Amazon). How do you feel (emotionally) when you see their logos?

If you would like more information on how to name your company, we invite you to read 10 tips for new businesses and small businesses on how to name your company. If you would like more information on how to get a great logo, we invite you to read 10 logo design tips for buyers.

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1. Find your voice. What you say is important, but don't ignore how you say it. The "voice" of your company is the language and personality that you and your employees will use to deliver your brand message and reach your customers. Successful brands speak with a unique voice. Think about the brands you admire, what makes them unique? How do they communicate with you and other customers? What do you like about his voice?
3. Be consistent. Many small businesses change their messages by mistake depending on their audience. For example, a company could take a more serious tone on its website but a very cheerful tone on its Facebook fan page. This can confuse your customers and potential customers. To build and maintain a strong brand, every aspect of your brand must be as good as your product or service and must be consistent when presenting your brand. This includes not only the name, logo, general aesthetic design, products and services of your company, but also includes your marketing materials, website, appearances at fairs and conferences, content published on social networks, etc.

Why should the brand consistency matter to you? You should worry because the consistency of the brand leads to familiarity, and familiarity leads to trust.

Many of you remember that Logo Engine recently redesigned your website to better and more effectively communicate with potential customers and customers. The old site was crowded and sometimes confusing. A cleaner design and greater consistency resulted in significant benefits.

1. Keep your promises. Although this is common sense, you will be surprised at how many small businesses tarnish relationships with your customers by not keeping their promises. Satisfied customers who feel good about your business are your best source of references. For example, Zappos has created great trust and credibility with customers by promising fast delivery (2-5 business days), but Zappos goes further and updates most customers for free night shipping. As a result, Zappos has very loyal and enthusiastic customers.
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4. Defend something. Think about the brands you love. Those brands commonly represent something (or are against something) and connect emotionally with their customers. One of my favorite companies, 37signals, develops software to help people collaborate. 37signals believes that most software is swollen and difficult to use. They do not compete in functions, they compete in usability. They have developed a reputation as a company that represents easy-to-use software.

What does your business (or against) represent?

1. Empower your customers. You do not have control of your brand. You can set the direction of your brand, but your customers and potential customers determine how your brand is perceived. People can become ambassadors of their brand, spreading their ideas and their brand to their own networks. Spend time cultivating relationships with those people. Who are they? What can they give and receive to help their brand? Ultimately, successful brands recognize that if they help their customers succeed, customers in turn will help the brand succeed.
3. Deliver value. Value does not always mean the lowest price. You can focus on product leadership (having the best products on the market, such as Apple), operational excellence (having the lowest prices on the market, such as Ikea) or excellent customer service (Virgin, Zappos). You can also focus on a combination of those things.

When thinking about the value your company offers, you can ask the following questions: What differentiates your product, service and company from your competitors? What value does it provide and how does that value differ from that offered by its competitors? Think about which of the benefits are emotional: the most powerful brands leverage emotions.

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