Today more than ever, we have come to understand the impact of small business on the national economy. It is estimated that about 27 million small businesses generate about 50% of the US’s GDP (gross national product), impacting economic and socioeconomic development on a national scale. And while COVID has had a chilling effect on every area of our economy, no one has been harder hit than the local small business. In the early stages of the pandemic, the businesses that pivoted from brick & mortar to internet sales were able to weather the storm. With vaccinations on the rise, opportunity is set to ramp up in a big way.
A clear way to distinguish your business from the competition has everything to do with design. Let’s face it: with so many purchase options for today’s consumer, you need strategy for how to lead them to your door. Good design can lead the way. Every business has a USP – unique selling proposition. It could be a philosophy, a way of doing business – giving back to the community, donating shoes when a pair is sold, etc. Every business has its reason for being, but the effective ones are able to communicate that story and invite the customer to participate in it.
Some small businesses have a great backstory that influences almost every decisions they make. Branding can help tell that story while conveying value and uniqueness.
While working at Nike, I attended a training session for branding and storytelling. The participants had to pick items of little to no cost and create a story that would enhance that item’s value.
The takeaway was that despite the lack of perceived worth, a great story can add value and cache to anything.
You can choose to compete, but that requires all your energy and leaves no opportunity for growth. For example, you sell the least expensive pizza on the block. You may get some repeat customers, but you’ve backed yourself into corner. However, if you employ branding and match your new image with exceptional service, you can gain awareness as well as market share. In order to turn a profit, you would still need to employ branding
Big business utilizes design in every aspect of their operations. Companies like Apple, Target, Nike and IBM have used good design to impact sales and increase profits. In Nike’s case, they have become the epitome of sports itself with a centralized theme of excellence. They downplay the competition, associate themselves with winners and have made the swoosh a modern day battle cry and anthem.
Small businesses can compete from the same playbook as their bigger siblings by paying attention to the details, honing their messaging and providing unique visuals and customer experiences. They must create visual appeal that’s rooted in their brand story. Invite customers to help the business grow and evolve by honoring their opinion. You’ll then grow by creating a multifaceted brand and not just employing visual artifacts with no connection.
No one can deny the shift that has taken place in society with businesses moving to digital spaces. We knew it was coming, but the COVID pandemic helped to accelerate everything. It’s time to take our businesses the next level.
A final word on customer experience.
Without an unwavering commitment to providing the best customer experience, your branding will be nothing more than a mirage in the dessert. No brand is perfect but the commitment has to be genuine. Before the pandemic, I was on my way to a business briefing at City Comptroller Scott Springer’s office. On my way into the building I saw two food trucks, and one had an exceptional visual presence. In fact, it was so well done that I documented it with pictures. The other food truck was parked beside it, with no visible markings. Two businesswomen were near me as I asked about the fare at the branded truck I was expecting the food to match my visual experience. To my surprise they both commented, as if it was common knowledge that the food wasn’t good. They were speaking from experience and it indicated that it was a consensus. In fact, the truck with no markings got higher marks for quality than my original choice. Messaging and customer experience must be joined at the hip. You have to ask yourself, how often would that generic-looking truck be a potential customer’s first choice if it employed eye-catching graphics & branding?
Branding+ Clear Messaging + Customer Experience = Success
Anthony Riley is Principal and Creative Director of Sensr Dsgn a design firm based in Far Rockaway.New York. Sensr specializes in helping small to mid-sized companies realize their potential through branding and design.
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