Christien Louviere

Brands…
the most influential part of a business; however, it is often the most overlooked aspect of business.  This is especially true within small to medium sized businesses.  To the average ’smedium’ sized business owner, this is seen as a function of the marketing/advertising department.  In reality, it is separate.  The brand is what your company stands for in the world.  It is what sets it apart from your competition.

Case
One of my clients is a small bank (I’ll call them Comm Bank) that is rapidly growing in the community.  They started out about twenty years ago and specialize in commercial clients.  They know what their market is and what sets them apart from everyone else.  Their brand is their service.  They achieve this by consistently offering service comparable to that of the typical bank who’s main business is personal accounts.  Their clients are businesses, but they talk to them like people.  Comm knows the people of New Orleans.  It is a very different market and is fickle when it comes to targeting.  One of the most important things a company has to do in New Orleans is realize that loyalty is going to be a huge factor.  During a period where major bank mergers are taking place and they are flooding the markets, it will be survival of the fittest when it comes to smaller banks.  It happened with grocery stores, drug stores and bookstores, etc.  Fortunately, my client realizes this.  The cool logo is nice; but, it doesn’t sell…their brand does.  Comm is expanding, but they know their top priority is to maintain their level of personal service to commercial customers.  This is their brand.

The decision makers need to realize that the brand is the most important concept of their business.  It affects everything.  Ironically, the brand is also the most misunderstood function of business.  It is the responsibility of the company heads…not something to be left to a third party ad agency or the in house marketing department.  The role of the latter is to maintain and expand the brand. 

Obviously, not everything can be defined at conception.  Firms must keep in mind that your brand shapes everything from the way your employees function to the type of customers you’ll inherit. 

Simple Steps for a SMedium Size Biz Brand Creation
It can be shaped by doing a SWOT analysis.  However, you must also remember to stay credible…do what you say you will.  Do not overextend.