Nancy Behrman Discusses Brand-Building Strategies for Small Business

Whether the goal is to achieve significant, long-term growth or simply solidify a loyal customer base, Nancy Behrman asserts that there is always a clear benefit in applying a wide range of brand-building strategies for small businesses. Behrman, the founder and president of Behrman Communications has enjoyed a 30-year career in which she has helped a wide range of brands grow from small ideas to immediately recognizable multimillion-dollar ventures.

Despite the clear success generated through brand building, small companies tend to overlook, or at least fail to prioritize even the most basic of brand-building strategies, resulting in an adverse impact on all facets of the business. Behrman took the time to outline some of the basic concepts and strategies associated with brand building, all of which can be quickly and easily applied to businesses of varying sizes and services.

Establishing a strong relationship with the customer is perhaps the most important outcome associated with brand building. Effective branding results in the customer immediately connecting a type of product or service with a specific brand. This instantaneous connection is of exceptional importance for garnering and securing customer loyalty, as well as establishing the long-term viability of the company.

Consistency is another key element associated with brand building. In order to establish an immediate connection between a product or service and a specific brand, the company has to maintain a consistent approach to branding. This includes the logo design, typography, color schemes, narrative style and imagery utilized in marketing campaigns.

According to Behrman, an overly vague approach is one of the most common and frustrating mistakes made during the process of establishing brand recognition. Logos and imagery should be bold and entirely unique to establish a clear connection between a product or service and a specific brand. A consistent approach is necessary to maintain the powerful impact of a clearly defined and cohesive branding campaign.