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Creating Brand Identity

BY NANCY MICHAELS

 How did tissues become Kleenex? Sandwich bags, Baggies? bandage strips, Band-Aids? More importantly, how can you turn your product or service into a household name?

The big corporations have untold advertising dollars to help push their names to the forefront. But where does that leave the small-business owner who has limited resources?

Tom Peters writes about creating brand identity for the career person but some of his techniques cross over to products and services. He recommends taking stock of what you have to offer and analyzing how it's unique. Identify your greatest strengths, determine what draws customers to you and note the specific ways you outshine your competitors.

Then compare the benefits of your product or service to those of your competitors. Peters says that every feature should yield an "identifiable and distinguishable" benefit for the consumer. He cites as an example Nordstrom department stores for its personalized service and large selection.

The next step is to increase your visibility. That means getting out there and spreading the word about your business. Become known as an expert in your field and customers and clients will think of you first. Do this by teaching a class at your community college or adult education program. Offer workshops and seminars in your area. Speak on your topic before community groups. If you're a tax preparer, you'll be in demand come tax season. A realtor might host a home-buying seminar, a veterinarian might give a workshop on pet care.

Writing is another way to enhance your profile. Submit opinion pieces to your local newspaper, or offer to write a column. Submit articles to your industry newsletter.

Become active in your local chamber of commerce and other professional and business organizations. Sign up for committees, host get-togethers at your place of business and attend functions.

But visibility alone won't make you stand out in the marketplace. Treat all your personal interactions as opportunities to build your reputation. Terrie M. Williams, founder and president of the Terrie Williams Agency in New York, recommends being sincere, honest, prepared, and professional. Williams is author of the book, "The Personal Touch: What You Really Need to Succeed in Today's Fast-Paced Business World" (Warner Books).

Returning phone calls, fulfilling promises and even saying thank you may all seem like little things, but they make an impression. Some of Williams' suggestions include:

• Try to develop a knack for remembering names. People are flattered when you remember their name.
• Be an active listener.
• Create a "small talk" notebook. In it jot down anecdotes about life or current events to stimulate conversation.
• Send a follow-up note. When you meet someone who you'd like to stay in touch with, send a letter saying how much you enjoyed meeting. Mention the possibility of getting together in the future.
• Know your profession. Keep updated about the latest trends and developments in your field and your geographic area.
• Pass along interesting articles. When you come across something you know an acquaintance, client or customer would be interested in, send it along with a note. Williams had small cards printed with the message "I thought you might find the enclosed of interest" with her name, company, address and phone number.
• Go through your Rolodex periodically. Send a hello note to those you haven't been in touch with in awhile. Peters calls this "branding" yourself -- identify what sets your product or service apart from the rest, spread the word and back your business with your own reputation. Like Kleenex, your name may become synonymous with what you do. And that's nothing to sneeze at.

Nancy Michaels, of Impression Impact, works with companies targeting the small business market and with small business owners who want to sell more products and services. She can be reached at nmichaels@impressionimpact.com. Visit her web site at www.impressionimpact.com. She's also the producer of Office Depot's Web Cafe series at www.officedepot.com/webcafe

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