| OK, we want to be consistent in our small business | | | | roll up your sleeves and look for instances where you |
| marketing message. How? | | | | are really whispering to your customer something that |
| First, we must seek out the dissonance in our | | | | is in direct conflict with what your brand stands for. |
| advertising message. Nails screeching across a | | | | Here we aren't looking for that nails-on-chalkboard |
| chalkboard in a quiet classroom or the squeal of | | | | obvious violation, but the small, discreet nail in the tire of |
| brakes in the middle of a residential neighborhood are | | | | your car that. You know that nail; when you pull out of |
| obvious and startling types of dissonance. | | | | the driveway you don't even notice it and then, ten |
| It's easy to see obvious violations of your company's | | | | miles down the road, you are sitting there stranded |
| brand. Many big corporations rightly focus on the | | | | with a flat. |
| company logo as the ultimate visual representation of | | | | When hunting for the dissonance in your brand, it's best |
| the brand. Any errors or distortions of the company | | | | to start small. Begin with the little things your |
| logo are quickly spotted and corrected. So critical is the | | | | customers--and staff--see every day. Let's start with |
| logo to many large corporations that they have legal | | | | your receipt. |
| counsel quickly and firmly contact any parties that are | | | | Most business gives out some type of receipt. Does |
| misusing the logo in any way. | | | | yours thank the customer? Does it have your phone |
| For a small business, the signage displayed on the | | | | number or store location? How about your logo? Your |
| storefront and within the store is typically the | | | | website address? Is it something you are proud of, |
| equivalent of a corporate logo. Very few small | | | | utilitarian as it is? Pack as much useful information on |
| businesses have really recognizable logos that are | | | | your receipt as is prudent, because it is a little whisper |
| their own. They commonly have a piece of clip art | | | | to the customer that you care enough about them to |
| placed next to a distinctive font that bears the | | | | make your relevant info available and at their fingertips |
| company name, and that is about as close to a | | | | should they need it. |
| corporate logo that any of them get. | | | | For most customers, that receipt turns into a scrap of |
| And you know what? It is usually enough. | | | | paper very quickly; but for those few that need the |
| Because for most small business, it is not the logo or | | | | information, even if it's just your phone number, that |
| the signage that is the brand. At its best, a logo merely | | | | receipt can be a life saver. |
| calls to mind the brand. It is not the brand itself. A logo, | | | | Start with the little, mundane items like receipts, and |
| like any other symbol, is completely neutral in meaning | | | | just look for anyplace where you aren't reinforcing the |
| without being placed in the proper context. | | | | brand message you want your customer to hear. |
| So, if the signage in your store in straight and properly | | | | Remember: Brand (who you are) + Package (your |
| fixed and doesn't need painted and there are no bulbs | | | | Face to the Customer) + People (customers and |
| burned out in any of your flashing signs, then it's time to | | | | employees) = Marketing Success. |