There are many concepts and theories when it comes to talking about branding a small business. Some experts will tell you that branding is "a process of how we market ourselves" while others define branding as "the art of becoming knowable, likeable and trustable."
While there are certain truths in both these theories, they are just a part of the puzzle, not the entire piece. You see, when it comes to marketing a product or a service, the very best brands in the world would not subscribe to those definitions.
Instead, they would work on perfecting their product or service and then owning distribution. Yes, that's right; they will find ways to win at the game of distribution.
Distribution itself is an art form. It's a brand's ability to move products or services by establishing channels or viable touch points that is easily accessible by their customers. Most 'experts' thought that branding is about telling others what your products is all about or to make sure that people know who or what you represent. However, it was through distribution that you truly build a brand.
Who cares if your marketing messages have all the best intent in the world if no one knows who you are or worse, your customers know who you are but could not reach you?
A great example of how brands are build through distribution is MacDonald's. As soon they are able to create a repeatable wonderful experience when one comes to a MacDonald's, they aggressively build outlets all over the country. In Fast Food Nation, author Eric Schlosser wrote about how ruthlessly they built them, often time across the street of each other (There are at least 4 MacDonald's outlets in the stretch of Orchard Road alone).
Microsoft started out pretty much the same way. Instead of selling their Windows Operating Systems as an individual software, they build their brand by owning the distribution channels (They made all the PCs makers carry the Windows OS).
Building Your Brand Through Social Media
Today, it gets easier for any individual or small businesses to build a strong brand through the various social media platforms available. Platforms such as Slideshare, Scribd, YouTube, Facebook, Twitter allows us to distribute our message, reach out to people and connect or re-activate our existing customers.
So start working towards building a distribution network that dominates and in no time you will find that your brand is being talk about all over the web.
