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PSP What's New Newsletter Vol. 32 "Small Business Branding"

PSP What's New Newsletter Vo...
Vol. 32

It's impossible and meaningless for a small business to do marketing with branding on the same scale as big companies like Coca-Cola, Starbucks, Ray-Ban and Apple. So let's think about what small business branding is all about. Today's challenge is to “Think Small”.

Small business branding is not the design of a logo or the image of an advertisement. Branding is about defining where you stand. The first thing to address is that you need to define what your company stands for. Here's what we call a mission statement or elevator speech to clarify the purpose of your company's existence. The mission statement of Pacific Software Publishing, Inc. is:

“As an independent software design and development company, we use our technology to create software to help companies save and/or make money. From the concept to the final product, we want to be a company that people think of when they need software solutions.”

This is the first step in branding. The next thing you need to clarify is your target customer. If you think you can sell or are able to sell to anyone, you won't be able to focus your activities. By deciding as clearly as possible who it is for, your message and sales methods will be determined.

Some branding needs to be clearly differentiated from other companies. Not on a detailed level, but try to itemize who your competitors are and what makes you different from them. That way, you'll have a clearer idea of where you excel and where you need to work a little harder. Striving to develop your strengths and reduce your weaknesses as much as possible is also branding.

Finally, don't make your branding just about attracting new customers. Don't forget to make an effort to make sure that your current customers are also happy to hire your company. A lot of these humble tasks will not activate new costs. There's a lot to do in-house, but I believe this is all about branding.

Pacific Software Publishing, Inc.
1404 140th Place NE, Bellevue, WA 98007 USA

Pacific Software Publishing, Inc.

1404 140th Place N.E., Bellevue, WA 98007

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Pacific Software Publishing, Inc. is headquartered in Bellevue, Washington and provides domain, web, and email hosting to more than 40,000 companies of all sizes around the world. We design and develop our own software and are committed to helping businesses of all sizes grow and thrive online. For more information you can contact us at 800-232-3989, by email at or visit us online at

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