Why Branding Through Social Media is Necessary for Small-town Businesses

So you're an independent, small-town business, and you're browsing the internet. You see major brands, Apple, Toyota, M&Ms, etc. pumping out branding imagery and taglines across the web and social media spectrum. Perhaps you think that's not for you? I mean, these big brands spend millions of dollars on campaigns, just to eek out a couple of percentage points against a major competitor. That's not your business, right?

Right. And thank goodness! You see, the opportunities for small businesses to brand themselves are totally different from the big monster companies, because the big monster companies are not interested in connecting on a one-to-one level with your clientele. Instead, they are battling for a very narrow top-of-mind slot, since their reach is so vast, that small percentages can add up to millions.

But what about you? Why should you be on Social Media and branding your business with the locals?
Let's answer those questions with more questions - don't worry though, I think this will clarify things...

• If there's a major weather-related event (a blizzard, flood, tornado, etc.), shouldn't you immediately alert your local fans as to your status regarding opening or closing hours? 
• If your staff is known by name and booked for appointments based on individual availability, wouldn't it be nice to let your followers know that he/she is back in town from vacation and ready to go?
• Remember that customer that came in the other day asking for a particular item that was out of stock? Wouldn't it be great to extend your reach past that customer, letting even more people know that the item came in? Who knows? You may even hit upon someone else that was looking for the same thing.
• How about taking a tip from the big boys and throwing out a quick, easy-to-remember tagline or discount to get your customers thinking about you? Sure you may have to make it slightly more targeted towards your area, but would you expect anything less from your local shop, watering hole or service provider?

The point is, you don't need every post to "go viral". You're not looking to dominate the web and get a million "likes" on your page. You're not going head-to-head against Ford, Verizon or Bank of America. Your job is to let your public know what's going on, be creative in how you relay information and provide the kind of service that keeps them coming back or talking about it to their neighbors. 

There's more to branding besides a flashy logo, three-word tagline or million-dollar advertising budget. If you look at branding as another way to state what you stand for as a business, or to make sure your company's name is synonymous with value, service or quality, or even just to invoke memories of someplace people remember going as a child (and to where they take their children today), it start's to make a lot of sense. 

Small-town marketing isn't less important than what the big companies do on a national scale; it's more. Social media is a cost-effective way to get that brand imagery and verbiage out among the locals in a non-obtrusive way, so the two are a natural pairing. You already do the hard work to make sure your business provides the best product or service it can to the people in your town. Don't let your efforts go to waste - make them work for you, through proper branding and the resounding echo of the social media realm.  

About the author: James Maxim is an author, journalist and the Director of Client Services for KD Linked (a subdivision of website & graphic design firm Kreative Dezign, located in Leominster, MA). KD Linked provides writing, website content and social media assistance to businesses. www.KDLinked.com for more info.