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Big corporations spend millions of dollars on creating a recognizable brand and protecting it via trademarks and copyright. If branding is so important to big corporations should it also be important to small business and the sole proprietor?

I would argue that branding for a small business should be way down the priority list for the sole proprietor.

If you are a sole propritor, your brand is you - your personality, your face, your style, your selling skills. Your customers don’t recognize you by the logo on your car or the logo on your personal website. They recognize you by you. You are your business and your business is you.

Don’t spend valuable money on creating a logo or a brand name. As a sole propritor or small business your limited resources should be portioned towards such things as growing your business and expanding your advertising.

If you already have a logo, don’t plaster it everywhere. Sometimes its better to just put your own face on advertising materials. For example, look at most real estate brochures and marketing materials. A majority of the time you see a photo of the real estate broker. That’s because the real estate broker adds a human element to a the business. It’s not a logo that sells a house, it’s an actual human being - a real estate broker.

A brand is quite important to a big corporation. It’s not as important to a sole proprietor. Think about adding a personal touch when creating an image for your business.

Tino Buntic created TradePals to provide free sales leads and free advertising to business professionals across The U.S. and Canada. Tino enjoys reading blogs and two of his favorites include Small Business Branding by Yaro Starak and Modern Marketing by Collaberate Marketing Services.

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