As much as you believe you can do it all, sometimes you need to know the best time to step outside your comfort zone and engage a consultant. And, for most of us, branding is among those occasions. We spoke to Michael Marsland-Root, Owner and inventive Director of Red Five Design, Small Company BC’s Threepipe, about the importance of branding and just how it might affect your bottom line. Here’s what he were required to say.
“Small businesses often consider branding as only something large companies do,” said Michael. “People associate it with big advertising campaigns, something unaffordable, and never for business.”
However, there is more to branding than advertising. It can be about how your business interacts with your customers. Yes, including a logo, but it’s also regarding how you answer the phone, the way you interact with your customers, the method that you process a sale and how you continue that relationship. Although a graphic designer can produce a few of this, threading the personality of your business through everything that you just do is where a branding consultant can be purchased in.
“Thinking not big enough,” says Michael. “There is a propensity to see a well-designed, well considered brand as too slick or big.” However many customers do not factor size inside their making decisions process, they merely want to handle a cohesive, professional business, no matter if they may be small or large. “Just because you’re a business of only one, there’s no reason at all never to look as professional and ‘put together’ as the big guys.”
Impartiality being a sounding board and a collection of fresh eyes are invaluable in terms of creating a brand or re-design.
“When someone starts an enterprise, it really is their dream, their life’s passion, and it’s very hard for them to take a step back and check out the company through impartial eyes,” he explains. For this reason a product consultant can be so valuable. Their unbiased opinion can see things you will probably have overlooked and may be harming your edge against your competitors, which can be where their experience kicks in. “The brand expert might be able to rapidly provide ideas and suggestions that you could not have considered,” says Michael. “And those suggestions, big or small, will have a massive influence on your organization.”
But that experience does not mean that they are unwilling to listen. “I discover that many people a new comer to the notion of hiring a brand consultant fear that this consultant won’t tune in to the company owner’s real needs and desires,” says Michael. “In truth, while some are exactly like that, the majority of us believe in a very co-operative approach.”
He explains that when starting a romantic relationship by using a branding consultant, the consultant’s primary role is to listen. Hear the history from the business. Pay attention to in which you watch your business going. Hear the place you see yourself available on the market. In the end, how could a consultant recommend a strategy once they don’t be aware of the business?
It’s difficult to stand back and take an objective look at your business, so it is natural to appear into a trusted loved one, close friend, former co-worker, mentor, or yes, 50dexspky consultant. But take care about collecting a lot of opinions warns Michael.
“Friends and family love you and want one to succeed, therefore they are frequently one of the most outspoken with free opinions and feedback. And frequently these suggestions is contradictory, which can drive you crazy,” he warns.
Instead, Michael advises companies to pick out a select few voices to listen to, and to understand that following the time the business is the dream. In the end, “No great company out there has ever produced everyone in the boardroom happy. They each had hard calls to help make, that they can knew were right. So seek out advice but ultimately you should choose which to listen for and which to politely ignore.”
Michael is Small Enterprise BC’s resident branding expert in our “Ask an Expert” series. Only for $40, you can book a 45 minute appointment with him to request tips and concepts of how to make building your brand. The services are available within person and via Skype and provides you with an excellent taste of the kinds of advice and services that he or she provides.