​If you are trying to become the firm of the future and connect with new clients, you need to look the part. You can’t sell CFO services when you look like a bookkeeper. Put on a tie. Button up. And build your brand. 
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Your brand is what the outside world thinks of you. It’s a collection of impressions you build up over time. These days your first impression is often made online. You need a website and your website needs to be a great reflection of you. A branded website.

Here’s what your clients do:
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-    87% check out your website before meeting with you

-    96% admit the website highly affects whether they choose your service

-    100% admit, “I have left a website because it was poorly designed or difficult to use”

Clearly a website has an important impact on your business. When your clients search for you online you need to be there. But you can’t just be there in a bland, or unprofessional way. You need to look the part. Looks matter.

A branded website will instantly build your credibility. Your clients will be more likely to choose you – and trust you when your website reflects your best self.

Here are the 6 rules of a branded website:

1.    Define Who Your Are and What You Look Like – This is Branding 101. Know who you are. Your customers can’t begin to understand your unique sales position if you don’t. Write down 5 words to describe yourself. Then narrow it down to one. Keep this word in mind as your mantra when you are building your website. For example, the one-word mantra for a Nordstrom-type practice might be “quality”. A Nike-type practice might be “leading”. Then figure out what this looks like. Look at some companies you admire. What colors and fonts do they use to convey their brand? What images? Put all of these details into a document together and call it your brand guide. Share it with your staff and select clients for feedback.

2.    Create a Logo – Keep your logo simple. Some of the world’s leading brands stick with stylized type. If you do add a symbol, it does not have to mimic what you do. Mercedes doesn’t have a car. Amazon doesn’t have a book. Your logo does have to convey the spirit of your brand and speak to your target customer. If you need a logo and know just what you want, contact a freelancer to complete it. If you need help and have a big budget, contact a branding agency. If you need inspiration and affordability, check out the online logo builder at PrestoBox, SquareSpace, or Vistaprint.

3.    Choose Great Photos – Images convey emotion. Choose the right ones for your brand. Ideally these are images that you have professionally taken of your company, your products and your happy customers. There are also several free and affordable online resources for stock photos. We like Unsplash, iStock, and MorgueFile. Please don’t use any clipart on your website. 

4.    Keep Your Website Simple – Make it easy for your clients to find what they are looking for. Use a lot of white and not a lot of words. Simpler sites – with small splashes of color and great photos – look more sophisticated and visitors are more satisfied because they can find what they want. The more color and light variations on the page (complexity) the more work your eye has to do to send information to your brain. Take your inspiration from Google – our favorite example of online simple (and so effective).

5.    Make it Mobile – Your branded website needs to be mobile. Your clients are increasingly attached to their phones. In fact, 91% of adults have their phones within reach 24/7. When your clients search on their phones, 70% of the time they take action within 1 hour. Another clincher, Google announced this year that non-mobile responsive websites would rank lower in search results.

6.    Be Found Online (SEO) – When your clients search for you, you need to be there. Identify your key search terms. These will probably be your business name, location, services and names of your key staff.  Setup your website with tags for these phrases and use them in content throughout your site. Most small firms are found by searching for the primary accountant’s name. If your name is Robert Smith, for example, use your full name in content on the site. Using abbreviations like Robert, or Mr. Smith won’t be as effective to get into the search results.

Follow these 6 rules to help you better understand who you are and how to communicate that online. Your branded website will be the gateway to your firm of the future. In fact, 80% of people surveyed chose one service over a competitor because it had a better website. Make it your firm they choose.

Do you want to learn how you can get big brand value on a small business budget? What can you do to increase customer loyalty, and get the recognition your business needs?

Discover what a brand is, why it matters, and how easy it is to create one for your business.

If you completed our Big Brand Challenge (it’s ok if you haven’t yet), then your brand is ready to conquer the world! Now get ready to connect with customers in a whole new way.

Join Sara Conte, small business branding guru, on Friday, June 19 at 12:30pm EST for a webinar that’s chock full of insider tips to get your business noticed.

A long-time branding expert, Sara has worked with hundreds of small businesses to get them ready for launch. Sara will review key learnings from the Big Brand Challenge and share her checklist for liftoff including top technologies to make your life easier. And then, get ready for blast-off to a new stratosphere of business success.

Space is limited, so register today!

Click here to register »About Sara Conte:  Sara Conte is the Co-Founder and President of PrestoBox, the world’s first automated branding agency. The “Brand Genie” software instantly determines your brand and creates a logo, website, business card, and brand guide that all work together. Click here to learn more about the Brand Genie.

Sara’s helped build businesses big and small since the first Internet boom. She loves learning new tricks every day in SEO, customer service, sales, growth hacking, analytics and the art of partnership.

Welcome to Day 5 of the Big Brand Challenge—the last day!

On Day 1 and 2 of the challenge, you laid the foundation for your brand. On Day 1 we defined who we are, on Day 2 we defined what we looked like, on Day 3 we created (or updated) your logo, and on Day 4 we outlined those essential marketing materials you needed to create. Now it’s time to prepare your brand for liftoff!

Branding might get you ready for the date—but marketing gets you the date. Before you are ready to move from the branding to the marketing phase, you need to follow these five steps.

How the challenge works

If you’ve signed up to take part in the challenge, each day you’ll receive an email with a link to the relevant article. Each article will contain a worksheet in a few different formats: written out, as a PDF download, or as an infographic. How you choose to work through the challenge is up to you.

Once you’ve finished with the entire 5 Day challenge, you will need to submit your “before and after story” to PrestoBox.

Welcome to Day 4 of the Big Brand Challenge

On Day 1 and Day 2 of the challenge you laid the foundation for your brand. On Day 1 we defined who we are, on Day 2 we defined what we looked like, and on Day 3 we created (or updated) your logo. Now it’s time to update your marketing materials!

How the challenge works

If you’ve signed up to take part in the challenge, each day you’ll receive an email with a link to the relevant article. Each article will contain a worksheet in a few different formats: written out, as a PDF download, or as an infographic. How you choose to work through the challenge is up to you.

Once you’ve finished with the entire 5 Day Challenge, you will need to submit your “before and after story” to PrestoBox.

However, for the moment don’t worry about that, we will remind you at the end. Just focus on figuring out who you are and who your company is. Above all, enjoy yourself!

For Day 4, you’re going to work through creating or updating your marketing materials. Let’s get started.

Welcome to Day 3 of the Big Brand Challenge

In Day 1 and 2 of the challenge, you laid the foundation for your brand. On Day 1 we defined who we are, on Day 2 we defined what we looked like. Now it’s time to bring it to life with your logo.

Your logo is the core representation of your brand. It doesn’t have to be fancy. In fact, simpler is often better. However, it must be consistent with the values you have defined.

Start with this worksheet to define what you look like. Then see how your results compare with the magic of the Brand Genie.

How the challenge works

If you’ve signed up to take part in the challenge, each day you’ll receive an email with a link to the relevant article. Each article will contain a worksheet in a few different formats: written out, as a PDF download, or as an infographic. How you choose to work through the challenge is up to you.

Once you’ve finished with the entire 5 Day challenge, you will need to submit your “before and after story” to PrestoBox.

However, for the moment don’t worry about that, we will remind you at the end. Just focus on figuring out who you are and who your company is. Above all, enjoy yourself!

For Day 3, you’re going to work through creating or updating your logo. Let’s get started.

Welcome to Day 2 of the Big Brand Challenge

On Day 1, we defined who we are. Now we need to know—what do we look like?

Take out your worksheet from yesterday and review your responses. The images you selected begin to define how your brand might look to the outside world. But you need to create a brand guide so you have a roadmap of what this really looks like.

Think of creating your brand like dating. The date has a higher chance of going well if you’ve carefully chosen your outfit, brushed your teeth, and showered. Once you have defined your brand with colors, fonts, images, and personality, dates with your customers will also be much more likely to go well.

Start with this worksheet to define what you look like. Then see how your results compare with the magic of the Brand Genie.

How the challenge works

If you’ve signed up to take part in the challenge, each day you’ll receive an email with a link to the relevant article. Each article will contain a worksheet in a few different formats: written out, as a PDF download, or as a graphic. How you choose to work through the challenge is up to you.

Once you’ve finished with the entire 5 Day Challenge, you will need to submit your “before and after story” to PrestoBox.

However, for the moment don’t worry about that, we will remind you at the end. Just focus on figuring out who you are and who your company is. Above all, enjoy yourself!

For Day 2, you’re going to work through answering some key questions about your “look.” Let’s get started.

Welcome to Day 1 of the Big Brand ChallengeToday we focus on the core of branding—defining who we are.

Take a good look at your business. Your customers can’t begin to understand your value proposition unless you know it yourself.

How the challenge works

If you’ve signed up to take part in the challenge, each day you’ll receive an email with a link to the relevant article. Each article will contain a worksheet in a few different formats: written out, as a PDF download, or as an infographic. How you choose to work through the challenge is up to you.

Once you’ve finished with the entire five-day challenge, you will need to submit your “before and after story” to PrestoBox.

However, for the moment don’t worry about that, we will remind you at the end. Just focus on figuring out who you are and who your company is. Above all, enjoy yourself!

For Day 1, you’re going to work through answering some key questions. Let’s get started.

Building a brand that’s authentic, consistent, and rooted in a distinct personality separates you from the competition and allows your customers to connect with you on a more meaningful level.

Building a brand can feel daunting. In fact many small businesses feel like it’s something that only the “big guys” can afford. But branding is something that every company can do if you follow a few basic rules.

Step 1: Remember that a brand is more than a logo.A brand is a whole ecosystem of how you communicate with the outside world. In a nutshell, your brand is a promise to people about the way you will do business. This promise affects how you build your website, how you create your business card, even how you answer the phone—because the style, colors, and words you choose should reflect the emotions your customers will have when they use your product.

Tip: Look at your logo and write down five values that your logo will stand for. This is what people should remember about your business. Make sure these values are carried out in everything you do.

Step 2: Define the “head” of your brand system.Who’s your target audience? Why is your product or service better than the competition? What do you do that no one else can do? One great way to cull this information is to ask your customers why they do business with you.

Tip: List the types of people you want to target who would resonate with that promise. Create an exact model of your perfect customer. What do they look like, act like? Where do they shop?

Step 3: Define the “heart” of your brand system.As much as we like to think that humans are rational beings, we take action based on emotion. Building your brand is about creating a living and breathing persona that customers will fall in love with. That is the stuff that creates long-time loyalty and will get you through the natural ups and downs of any economy.

Tip: List the emotions your customers will feel when they experience your products or services.

Step 4: Find your brand voice.
Once the “head” and “heart” of your brand framework are defined, it’s time to define your basic brand personality. Are you bold? Are you funny? Are you trustworthy? Are you conscientious? Choose the adjectives that underlie your brand voice and make sure your voice is consistent in every branding and marketing piece you create. If your company became a person, what would that person be like? Brainstorm a list of personality traits and qualities. Be as specific and quirky as you like.

Tip: Play the celebrity game. If your brand came to life as a historical figure, sports figure, movie star, etc, who would that be? Think about what your company would eat for breakfast. Think about how your company is with kids. Think about what clothes your company would wear.

Step 5: Collect your brand images.
Photography can truly capture the imagination—and wallets—of potential customers. Well-chosen photographs with a consistent theme make a big difference in how your brand is perceived. Just think about Nike and how powerfully their brand photography conveys their brand message. Browse a few photography sites like Getty or iStock and start building a collection of photographs that represent your brand. Plug in the key words that you identified in Step 1 and Step 3. You can use this imagery in promotional materials, on your website, and it should give you ideas when you design all of your branding materials.

Tip: Be consistent in how you apply this imagery. Don’t forget about how you photograph people in your office. Make sure it fits within your brand ecosystem.

Step 6: Choose your brand colors.Finding the right shade of green, or the right shade of red, or just the right combination of yellow and grey can do wonders in anchoring an unassailable position in your customer’s mind. It’s important to build a system of brand colors that include core driver colors in combination with bold accents. Look over your emotions list from Step 3 and your photo collection from Step 5 and choose a few colors for your brand color palette.

Tip: For additional inspiration, go through pages of magazines and tear out pages of colors that you like. You can match these colors to actual Pantone number codes (listed for free online) for reference with designers.

Step 7: Select your type styles.Typography is a subtle but highly influential way to convey your brand message. A modern sans-serif type tells the world you’re innovative and ready to find unexpected solutions. A traditional serif type tells the world you’re dependable and trustworthy. You can even experiment with a combination of serif and sans-serif type styles to create a totally unique brand expression. Find websites, print ads and brochures of companies with a brand similar to yours and look at the fonts they selected.

Tip: Try a few different styles until you find the ones that fit. There are fewer type styles online, so be sure to combine both online and offline sources.

There it is! The components of a successful brand including your brand voice, your brand photography, your brand colors, and your brand type styles—all wrapped up into a smart and utterly compelling brand system.

Easy? No. Fun? Yes. Worthwhile? Absolutely.  If you take a look at any of the rockin’-the-world companies like Apple and Starbucks and Nike you’re bound to find a well-thought-out and strategic brand system in place. Just keep these basic brand tenets in mind and you’ll have the foundation in place for a business that can truly stand the test of time.



Read more: http://articles.bplans.com/the-definitive-guide-to-building-a-brand/#ixzz3e1CDHOcH

It doesn’t matter what type of business you’re running, your website has to perform. If your website doesn’t come up in Google, you may as well not exist. And if your customer does find your website, you have 15 seconds to capture their attention – or they’re gone.


We create branded websites for small businesses and help our customers wrestle with these challenges. Online visibility and performance is an art. It takes a lot of work – every day – to really stand out online. But here are three quick fixes that make a lasting impact.

1. Set Your Title Tags

Our first quick fix – set your title tags.  The title tag is the most important element on your web page to search engines. But most small businesses don’t set them – or even know what they are.

What are title tags? They are the words used to describe each page of your website. Look at the top of your browser. Hover your mouse over the open tabs. The words that come up are your title tags. This tells the user and search engines exactly what the page is about.

What to include in the title tag? The most important words on the page – and those words that your customers will use to search for you. Usually this includes your company name and what you do. For local businesses, this usually includes your location (“Indian Restaurant in Portland, Oregon”). For many entrepreneurs this will include their name (“Susan Smith Coaching, Austin, Texas”). Set a specific title tag for every page of your website –based on the content.

2. Get Mobile Friendly

Our second quick fix – get mobile friendly. More people on our planet own mobile phones than toothbrushes. Your website must work on mobile.  Here are some additional stats to prove this point:

• 91% of adults have their mobile phone within arms reach 24/7.
  
• The average person checks their smartphone 221 times per day.
  
• 70% of all mobile searches result in action within 1 hour.
  
• Mobile search is predicted to pass desktop search in 2015.
  

So what do you do? Find out if you’re mobile compatible already. If you’re not the solution may not be as quick, but will still be very worthwhile. A good place to start is with Google – placing more emphasis on mobile compatibility. They sent shock waves to webmasters everywhere with their notices sent out in January and February about mobile compatibility. Google is now testing your website for mobile and will rank it lower if it finds any “mobile usability errors”. The good news is, Google has lots of tools to help you fix the problems. Start there to find specific instructions on switching your website to mobile.

3. Cut Your Text

Our final quick fix –cut your text.  Less than 20% of content on an average web page is read. People are constantly skimming. They get bored in 15 seconds. So you need to make it really easy on them to get the points on your page.

Instead of writing out paragraphs of information, summarize your main points into a couple of words. Use these as your headings in easy to read fonts. Combine this with a visual that also makes your point. Take a look at some of the big brands you admire online. Examine how they get their points across. It probably doesn’t include a lot of text.

Check out the most popular website in the world – Google. They’re popular for many reasons - including the elegant simplicity of everything they do. The Google homepage feels refreshing and easy at each visit. Today I counted 12 words on the page. Also look at some of their supporting content pages (my current favorite Google site is Google Trends) for inspiration. You won’t see a lot of text.

Look at your own website. If you’re like most small businesses, you should probably cut your text in half – and then in half again. “If I had more time, I would have written a shorter letter.” This famous quote may have been introduced as early in 1657 – and is even more relevant today. Take the time to write shorter letters on your website. Your customers will thank you for it.

Your logo represents your business. It’s the entryway to your brand and should make your customers feel welcome from the start. Use the checklist below to create a logo that’s right for you.

1. Define Your Brand

When creating a logo, it’s critical that you lay the foundation of who you are, what you stand for and how this idea looks in colors, fonts and images. Put this into a brand statement – what do you stand for? Make absolutely sure that your logo reflects your brand.

2. Make it Simple and Practical

Too many small businesses create fussy, complicated logos. The most effective logos are often the simplest  (think Nike,  Coca Cola, IBM). Sometimes all you need is a professional type treatment. Make sure you create a logo that is legible in all sorts of spots big and small, wide and narrow. It should look good in black and white. It should be easily reproducible. And please don’t use clip art.

3. Look at Your Competitors

Check out your competition. Make sure your logo stands out in a good way.

4. Ask Your Friends

Get feedback from your friends (customers, suppliers, employees, etc). Ask them how your logo makes them feel. What do they think of when they see the logo? If you’ve got it right, these comments should match your brand statement.

5. Make it Offline/Online Ready

You will need various file formats for your logo.

• PDF – Good for print. Most designers now use PDF files as the “native”, or “vector” files. These are files you can edit.
  
• PNG –A lighter weight (smaller file) that works best online for faster loading speeds. 
  
• JPG – Works where you would traditionally use a photo (replaces need for GIF).
  
• EPS – Good for print. An older file format that some designers still use for their “native” (editable) file. Nowadays, usually can substitute a PDF for an EPS.
  

6. Protect It

Do extensive online research for who is using your name and possibly similar logos. Check the U.S. Patent and Trademark Office (USPTO) website to see if there are other companies using your name, or a similar logo. Work with an attorney to do an official trademark search and to file for a trademark. Make sure there are no major infringements you launch.

Once you’ve ticked these boxes, start using your logo. Put it on all of your marketing materials, your invoices, your t-shirts, the side of your truck, and more. Remember your logo is just the tip of your brand image. Use complementary and consistent colors, images, fonts, patterns and brand voice in all you do. Create a brand guide and distribute it through the company so everyone knows what you stand for – and what that looks like. Give your logo life with a full brand ecosystem.

Logos help businesses big and small create tremendous value and instant recognition. It represents everything you do. Logos use colors and images to affect our emotions. Whether it’s the red in Red Bull (aggressive), or the green in Starbucks (relaxed). And this influences our buying behavior.

The problem is that most businesses struggle to create a logo. Some pay millions (Pepsi spent $1 million). But logos don’t have to be expensive. Nike paid $35 for its swoosh. Google paid $0 (founder Sergey Brin created it on his own).

Whether you spend a lot or a little, you must invest the time to determine what you want that logo to say about you.

Follow these steps to jumpstart the process.

Step 1: Know what you stand for.

Define who you are. What's the promise that you’re making to your customer? Make a list of the key attributes of your brand. You may be known for customer service, quality, or speed. Try to narrow your list to three or four. You’ll make more of an impression as you focus your message.

Step 2: Know what you look like.

What colors, fonts and images convey your brand promise? Look at companies you admire and notice how their choice of color and design conveys their values. For example, whites can convey simplicity and purity. Greens can convey new beginnings and growth. Blues may be more appropriate for a business with traditional values. Each color brings out different emotions. The colors, fonts and images you choose to represent your business can make a strong and lasting impression.

Step 3: Get some help.

You've determined your foundation. Now get some help. If you can only spend $50, you will walk a narrow path. Agencies will charge an arm and a leg. So get online and surf the web. Try out one of the online logo builders. Don’t use clip art. Post your creative brief at some of the crowdsourcing websites and see what comes back. You have defined what you want and will know it when you see it.

Step 4: Create a whole system.

With your new logo, you now have the foundation of your brand in place. Make sure you build from this starting point so that all of the parts and pieces of your new brand work together.  

And then, say hello to new business!

Think a brand is just for big businesses? Think again. Branding is critical for businesses of all shapes and sizes.

Your brand is what the outside world thinks of you. That’s it. Although you can influence your brand through well-designed logos, hilarious ad campaigns, carefully crafted press releases, or super-friendly service, ultimately, your brand is what the outside world says it is.

Why bother? Because strong brands are the key to customer loyalty and higher sales. The Economist recently reported, “Brands are the most valuable assets many companies possess. But no one agrees on how much they are worth or why.” Strong brands inspire loyalty, and we can’t always put our finger on exactly how they do it.

          SEE ALSO  The Definitive Guide to Building a Brand

Branding can be a daunting task for small businesses and it’s easy to think brands are reserved for the Nikes and Coca-Colas of the world. But branding is even more important if you’re a small business.



Four reasons to brand your small business:

A brand makes you look bigger

If you scream “small-time vendor,” or “mom working in her bathrobe,” that is how your customers will want to compensate you. Branding will help elevate your business. Research other businesses—who do you look up to? Find an example of what you want to look like.

A brand builds credibility

If you want people to trust that you can deliver, you need to look the part. A well-designed brand is as important as brushing your teeth before the first date. Think about what you stand for and communicate that to your customers in everything you do, from the colors you choose to the words you use.

A brand makes you memorableStand out from the crowd, in the right way. Your customers have to remember you to find you. If your potential customer Googled your service, what would they find? Identify elements of your business that are different from your competitors, and showcase them in unique ways.

A brand attracts customers

When customers understand who you are and what you offer, they think about doing business with you. When they trust you and begin to love you, they tell their friends. Once your brand is solid, word of mouth is the best way to grow your base. Ask your customers for reviews and referrals. Make sure they know you appreciate the business. Build on great reviews by showcasing your happy customers. Grow your business further with well-planned and brand-consistent marketing campaigns, using the same colors, fonts, and personality.

          SEE ALSOCustomer Focus and Consistency: Keys to Strong Brand Building

Case Study: Dermatology Associates of SW Washington

When Dr. Elizabeth Dawson joined Dermatology Associates of SW Washington, she knew she needed to change the “face” of the practice in order to stand out in an increasingly competitive medical marketplace.

But the practice couldn’t afford to go to a branding agency, where prices started at $50,000. Dr. Dawson tried working with a graphic designer, but after five fruitless rounds of logo designs and thousands of dollars spent, she still didn’t find the brand that she was looking for.

So, she changed her approach. Dr. Dawson needed an affordable, easy solution and started with the Brand Genie, an automated tool to define your brand identity. She worked through this process with her team to figure out what they really stood for, what they wanted their patients to remember about them and tell their friends.

Dermatology Associates defined a brand that felt right to them. We call it “elegant simplicity.” The core brand attributes are professional, caring, intelligent, honest, and respected. The benchmark brands are Apple, Nordstrom, and Trader Joe’s.

Those words sound great, but what does that look like? What is the color for “professional and caring”? How can fonts—not just words—convey “honest and respected”? What images demonstrate “elegant simplicity”?

Each of these details were addressed. The brand quickly came to life as the design system was created. Dermatology Associates chose a beautiful palette of colors, fonts, and images—all designed to work together and consistently convey their brand attributes.



Take a look at the before and after:

Before: Not sure what we stand for, but we know we’re located in the Pacific Northwest.

After: Elegant Simplicity!

This small business instantly looks bigger and more professional. It builds credibility with its customers as it conveys the attributes that are important to them—caring, intelligent, honest, and respected. This small business also becomes much more memorable as the system starts to work, with all customer touch points conveying similar messages.

And finally, it attracts customers. Who would you rather see?

With its new brand in place, Dermatology Associates is positioned to generate more patient traffic, strengthen the loyalty of existing patients, and solidify relationships with referring physicians. In other words, the practice is now ready to do business.

“Our new brand greatly improves our image and the face of our practice. It helps us convey that we’re current and modern, yet still warm and welcoming.”

– Dr. Elizabeth Dawson, Dermatology Associates of SW Washington

          SEE ALSO  4 Ways to Turn Your Website into a Marketing Heavyweight


Did you work hard to brand your business before you opened, or did you work on branding after the fact? How has your personal brand affected how you do business?