As marketing continues to shift ever further into the digital realm, many valuable brick-and-mortar and vehicle branding opportunities are often overlooked by small businesses. According to a recent study, 36 percent of small business owners don’t utilize storefront branding, and 46 percent don’t use their vehicles for advertising. This gap in the market lead to the formulation of 3M’s new Brand You program, a place where small businesses can learn the ins and outs of big branding: what works, why it works, and how other small businesses are making it work for them.
3M Brand You is an online resource that provides education, inspiration, and empowerment for brand owners to help maximize their brand impact and awareness. The website, 3M.com/BrandYou, features educational content and testimonials from business owners who have successfully put their own branding into action and strengthened their businesses in the process. Showcasing versatile and effective branding – including vehicle wraps, sign installations, wall graphics and more – 3M Brand You curates everything small business owners need to know about branding into one easy-to-access site.
“We are committed to providing our customers with high-performing products, but our partnership doesn’t stop there. We are also dedicated to delivering customer service that extends far beyond the initial point-of-purchase,” said Sandy Schichel Swanson, Marketing Manager, 3M Commercial Solutions. “With Brand You, 3M is providing small business owners with a unique resource that provides them with branding advice from peers who have increased their own brand awareness to ultimately generate measurable business advantages.”
3M Brand You includes a variety of online tools, articles, case studies and project galleries provided under three content pillars:
• Education: Information on why branding is valuable, and how to maximize efforts. Includes discussions on how cutting-edge technologies, color, scale and consistency can affect consumer decision-making.
• Inspiration: Case studies and image galleries showcasing successfully implemented branding.
• Experience: Explorations of new methods and tools companies can utilize to make a lasting impression with their customers.
The resources available on 3M Brand You encourage small businesses to find marketing methods and applications that align with their unique, personal brand goals. Donna Foulk, owner of Donna’s Dress Shop in Kansas City, raised her business’ brand visibility by wrapping her company vehicle in graphics that match the fabric of vintage clothing she wears to represent her store.
“Whenever I park my vehicle around town, I see so many people coming up to it and taking pictures and touching it to see if it’s actually made of fabric,” said Foulk. “When it comes to branding, staying true to yourself is what I’ve found to be the most important – not only for you, but also for your business.”
Stay up-to-date with new recommendations along with insights from business owners and brand experts by visiting 3M’s Brand You website at 3M.com/BrandYou. *3M data on file. Study of small business owners, March 2014.