At BrochureBuilders.com, we build brochures that build small business. That means we are in business to make your business look good, a simple idea but with a deeply founded sense of the graphic design it takes to make your company branding stand apart from the crowd in a way that is professional and polished.

As you give thought to sprucing up your brochure design, business cards, logo, and website, also consider what Inc.’s Michele Miller has to say about branding. In her article “Telling a Good Story,” she recommends businesses pay more attention to their brand story and what makes you stand out in a powerful and meaningful way. She says,

“If you had to tell you story, what would it be? Would it have the right balance of fantasy, whimsy and fact? When creating your story, remember to:

Be authentic. The examples above are success stories because they draw from the “heart” of the company — J. Peterman’s love for storytelling, Gert Boyle’s tough nature, and One Hour’s commitment to saving the customer time. Anyone can make up a story, but the customer’s innate sense of authenticity is what transforms a story into a brand message. Spend a good deal of time looking back at your history and personal values in determining why you’re even in the business you’re in. What’s your passion, and how can you tell customers about it?

Be consistent. It’s not enough just to tell a story; you must live it everyday through everything you do. I’ve written about the fact that every touch point of your business is a marketing opportunity. Columbia Sportswear wouldn’t be the success it is today if the company talked about toughness, and then the zippers on their parkas disintegrated after a week. One Hour knew it had to have its operations structure in place to deliver on its promise of timeliness. From message to delivery to customer service, every element of your company has to align with your story.

The companies we call “super brands” use their unique (and sometimes personal) story to connect with customers in a way that makes them feel special; customers feel that they’re in-the-know about who the brand is and what it offers. Do your customers really know you? And does the message get reinforced in everything you do? You can tell, and deliver on, a good story, even on the smallest of marketing budgets. It’s a remarkable marketing strategy for a remarkable business — yours.”

She’s right. Do your customers really know who you are? Is your branding consistent, from every email to your business cards, letterhead, envelopes, and brochures? Everything that leaves your office door is an opportunity to tell your story. Read the rest of Michele’s article about how to tell your business’ story here.