Have you got your bases covered when it comes to your small business branding? What are you doing? Logo ~ check. Business cards ~ Check. Website ~ Check. So you're good right? Not even close. You probably have a level of continuity to your brand on the items listed above but there is a lot more to focus on.
What image and perception are you trying to create for your prospective customers?Remember, you don't own your brand your customers do. You set the stage and do everything you can to help people see the brand the way you want them to see it. However, at the end of the day how they see your brand is up to them. So if you don't really work to project the right image of your business in "everything" you do all of the good things could be wreaked by the 5% of things you missed.
Let me give you an example. Let's say you work to create a level of professionalism and polish in your digital presence but your print material is run off on an old copier and is crooked and grainy on the page, the bad will pull down the good.
Let's try another one. Let's stay with the high-end on-line presence promoting a workout facility. When the customer visits your facility it is in a rundown building your brand will be impacted. It doesn't mean that your facility isn't workable or that your services aren't good but you have set one impression on-line and a different with your facility. It's all related. If you position the workout facility properly on-line and set the expectations as to the venue you would probably get more business. Because there is a disconnect you could lose business.
Remember, branding is ANYTHING and EVERYTHING you do in your business. Don't forget the little things because they are as important as the big things.