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The Power of Branding for Local Business

Mar 3, 2015
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Quote_On-emotional-connection-in-branding_K2MD-Brand-Consulting_Albuquerque-NM-1-300x225Branding is one of the most important and most misunderstood part of any small business, company or organization, especially at the local level. The level at which your brand can connect with your targeted audience is the difference from being successful in business or not. Your brand is one of the most important assets you have to drive and set your business apart.

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Building your brand is not just for large, multi-national companies, but for small and local businesses as well. With new ways to connect with potential consumers, the question we need to be asking is, "How do we set ourselves apart in this over saturated world of marketing?" A company or business that has invested in developing a brand will always rise over the noise and secure for themselves a large piece of the market. So how can a local business improve their brand? 

In order to ensure we have a fully functional and clearly targeted brand, we must understand what "branding" is. There are many different definitions and ideas about what a brand is. The truth is, branding is not one thing or another, but instead, it is composed of a number of parts. From visual aspects such a logo design, product design and print marketing, to content creation, digital marketing, communication...and the list goes on. True branding encompasses all areas of your business. The key is how you focus these areas to convey your message to the public in a clear and compelling way. The consumer will form an impression on your brand by the way they interact with and experience it.

In order to unlock the full potential of you brand, you must clearly define it and live it. Brands are living. They invoke both the rational and emotional parts of the consumer.

Questions to ask:

  1. Do people clearly understand why your business exists? Really understand it? Not your employees, but the actual public.
  2.  Is your brand relevant to the community you serve?
  3. Are you memorable?
These are questions you must ask yourself when re-working or developing your brand. Get outside help. Sometimes we are so close to the task that our viewpoint is skewed. Brands also speak to our emotions. Does your brand reflect you personally and the behavior of your employees? 


One of the best ways to keep current customers and attract new one is to build an emotional connection between you and them. This is done through branding. Branding speaks to the individual throughout their process of doing business with you. From advertising, to customer service, to the quality of the product or services received, everything communicates. When an emotional connection meets a rational need, then your branding has done its job.

Local businesses that develop their brand will gain an advantage over their competitors. Branding differentiates. It separates the winners from the losers. By embracing the power of branding, you will become relevant, engaging and even entertaining, no matter your industry. People are always searching for companies with meaning and purpose. The same goes for your business. Give them a reason to engage with you. Local businesses with a clear branding strategy are compelling to the public because people know what to expect from them.

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Ryan Shelley, CPBI

By Ryan Shelley, CPBI

Ryan is passionate about helping companies make a more personal connection online with their customers and prospects. He is a regular contributor to Search Engine Land, the largest and most popular SEO news site on the web. His works have also been featured on the HubSpot Blog, Business2Community and by LinkedIn Marketing Solutions.

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