The Four C’s – Branding for Small Businesses

Oftentimes, you see business branding without recognizing it for what it is. Yet, if I describe certain brands, I’m positive you can guess the companies behind them. For instance, if you see a giant red N, what do you think of? Did you guess Netflix? What about a swish? It’s Nike, right? Surely you recognize a big yellow M. The McDonald’s brand is everywhere! The instant recognition of your company is what we will be working on using the Four C’s for branding for your small business. 

What is Branding?

Essentially, branding is using symbols, images, slogans and more to make your company recognizable in the marketplace.

Branding can be a phrase, slogan, or song:

• Financially Simple – “Let’s make our lives, at least, financially simple.”
• Dave Ramsey – “Better than I deserve.”
• McDonald’s – “I’m Lovin’ It.”
• Subway – “Eat Fresh.”
• Skittles – “Taste the Rainbow.”

Branding can be a design:

• Red and white bullseye – Target
• Brown delivery trucks – UPS
• Green tractors – John Deere
• Mischievous black and white cows – Chick-fil-A
• Red and blue domino – duh, Domino’s Pizza

Branding can be a reputation:

• Toms – donates a pair of shoes with every pair sold
• Warby Parker – donates a pair of eyeglasses for each pair purchased, but they also train men and women in developing countries to give basic eye exams
• BoGo Bowl pet food – matches purchases with donations to animal shelters
• Bombas – donates a pair of socks with every pair sold
• St. Jude Children’s Research Hospital -reduces fees or offers free treatment for children

Branding can be a name:

• Bass Pro Shops
• Nerd Wallet
• Credit Karma
• Financially Simple!

We all recognize those names, slogans, and logo concepts. More importantly, we often associate a feeling with those branding devices. You can almost taste the fries from McDonald’s when you hear their “I’m lovin’ it” jingle. You get excited when you see a box with the Amazon logo on your front porch. See, branding’s all about perception and expectation. If a company has branded itself well, you know what to expect when you see its logo. It stands to reason that having established branding is essential when you are building your own marketing campaigns.

Using The Four C’s for Branding Your Small Business

If you understand the value of branding, then you know you ought to brand your business. Yet, how do you go about branding your small business? Well, there are four C’s to branding. Branding must be:

#1 Consistent – Be consistent in your delivery and message across every venue.

#2 Clear – Make your message easy to understand.

#3 Concise – Keep your message simple.

#4 Continual – Continually place your message anywhere and everywhere.

So how are you doing in your business? Do you have a consistent brand? Is it clear and concise? Are you branding continually? Once you create a brand, proliferate your market with it. Put it on your social media sites, podcast sites, and websites. Include it on your business cards, emails, nameplates, vehicles, envelopes, stationary, and more. The more your targeted market sees your brand, the more they will remember your business. The more often they buy your goods and services, the more you leave a positive impression and perception in their minds.

ADDITIONAL CONTENT: Marketing and Advertising to Grow Your Business