Brooklyn's Progress
June/July 2007

BY JILL SHEEHY

It can seem that starting a business takes so much work that some things get left by the wayside. You can’t forget the tax forms and the DBA or the licensing. But what about the branding?

But that’s just what the seminar entitled “Sharpening Your Image: What Every Business Owner Should Know About Branding,” held on May 31 and presented by Vincent Lisi, Principal of Two Dogs Design, wanted to show the 55 people who showed up.

The event, which was open to all Brooklyn Chamber of Commerce Members, drew a good crowd, which showed just how vital branding and marketing your business is to small business owners.

“Branding does have a place in small business,” said Mr. Lisi, whose firm provides help with marketing and design needs. Mr. Lisi, a trained graphic artist, currently teaches at the Parson School of Design.

Branding Needs
As a small business, there is an ever greater challenge to branding, but that comes with a reward as well. To successfully maneuver a brand for your small firm can help project it in a successful light and look as polished as the big guys.

You should go with what feels good, Mr. Lisi advised, but warned that not branding your business can have negative effects.

“If you don’t brand, it will be defined for you,” he said. Your firm may not get all the benefits of an imposed brand that people assign your business.

“Brand does have enduring powers,” said Mr. Lisi. He pointed out how it creates recognition and value as the customer perceives it to be. When they see a full package, they get excited and are led to believe that they are making the right choice.

Consistency also is paramount. If you change your tune it will alienate customers.

The brand is built by a combination of things, not just logo. There is typeface, color palette, stationary, your Web site, dress, office décor and other factors to consider.

“Many people misuse [the term] and call a logo a brand. A brand is the big picture and the trademark and the logo and a part of that.”

He used a classic example of branding for his case study, comparing a typical deli cup of coffee in a non-descript Greek paper cup to a Starbucks coffee. He pointed out that by aligning themselves with good coffee, good service, comfort, convenience and ambiance, Starbucks is able to charge a premium price for their goods.

“I was very happy with how it went,” said Mr. Lisi, of his first seminar for the Chamber. “I sensed that the audience enjoyed it, and it was fulfilling to me.”

“It was another excellent and informative seminar that was attractive and vital for small business owners,” said Francisco Acosta, chair of the Small Business Seminar committee.

To learn more about Chamber seminars, contact Daniel Fisher, the Chamber’s director of financial services, Brooklyn Business Solutions Center at 718-875-1000 ext. 114, or at dfisher@brooklynchamber.com.