SMB Branding: For Some Prospects, Receiving a Promotional Item is the Brand Experience

SMB Branding. Experience vs Perception

For SMB Branding, Brand is not about a person’s perception of your company. Brand is about a person’s experience with your company.

I don’t own a Ferrari, never have. But, I have a definite perception of that company and the car. The same can be said for any number of large companies. Their marketing message or product prevalence is broad and deep enough that most non-buyers, non-interactors have a solid perception of the brand. The perception precedes the experience. The challenge for these brands is ensuring that the experience matches the expectations.

For SMB branding, this is not the case, particularly for those categories where the purchases are made infrequently.

As a starting point for branding I like the following:

“… Branding is the expression of the essential truth or value of an organization, product, or service. It is communication of characteristics, values, and attributes that clarify what this particular brand is and is not.” — Tronvig Group on Branding

Experience is the SMB Branding

For SMBs, establishing the brand needs to focus on the experience. With word-of-mouth (WOM) and its hyper-extension, social media, prospective customers are more likely to be made aware by current customers than by advertising. Most SMBs have to rely on being either top of mind when a prospect it ready (something that is often out of reach from an advertising perspective), or referred by someone the prospect knows. Since WOM is based on a persons experience, it is essential that SMBs’ services and products are delivered in a way that sets them apart, creates the SMB brand.

When customers complete their transaction, beyond just getting the product or service, how do they feel? How would they describe the experience to others? Not just that the product was good… good products can be had any number of ways. But, what is the experience of getting the product that would make them come back, and recommend the company to others?

Experience Beyond the Purchase

For most SMBs, the experience is limited to those who actually buy the product or service. But, it doesn’t have to be limited by the purchase. Reaching out to the community, participating with local groups and being involved is a key aspect of extending the brand experience beyond the the limitation of those that buy.

For promotional products, this same perspective needs to apply. It reaches beyond the transaction to establish the SMB brand. But, it is not just about the product you are giving away. It is about the context and manner of giving it away. How you select and present promotional products is important. It is the experience upon which many will base their assessment of your brand. This is a key point for SMBs. Its not just tossing out stress balls at a local fair, or handing out pens at a conference. What you give and how you present these items may be the only impression a prospect has of your company before the purchase.

So, when it comes time to buy, and they see that promotional item on their desk, counter or dresser, how will they feel about your brand?