Branding helps SBDC state and regional networks Get Noticed, Get Funded and Get Growing by raising their program’s visibility among clients, stakeholders and potential partners. Visibility leads to awareness and awareness is critical to ensuring your program’s continued funding success.
Strong brands are clear, concise and confident and they communicate clearly, concisely and confidently — online and off. They convey a clear Promise and Benefit and they grow stronger with reinforcement. Visual identity standards ensure that all members of a network know how to use and effectively promote the state or regional brand in a consistent way which reinforces the program identity and which is compliant with SBA and ASBDC requirements.
Strong brands get attention and create interest in SBDC programs, services and events. Interest creates desire, which leads to action. Action can be as simple as clicking through to a website to learn more or to find a resource; contacting a nearby Center location; signing up to become a client; or deciding to participate in an SBDC-hosted event.
Take action to make your state SBDC stronger, by developing an identity that begins with understanding. It is important to understand WHO your target audience is, WHAT is important to them and HOW what you have to offer fulfills THEIR wants and needs (not yours). Develop a brand that creates an expectation for small business success and then ensure that the reality matches the promise by providing exceptional SBDC service. … Lori Martinek, Branding Expert and Author, Owner of ED/C Partners http://www.sbdcpartners.com