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Branding Big, Even if You're Small

Your company may be small, but that doesn't mean you can't brand big.

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This story appears in the March 2006 issue of Start Up.

Does the idea of competing with the big boys make you quiver in your startup boots? It shouldn't. As a small, growing startup, you can create an überprofessional brand that inspires confidence from potential clients--none of whom needs to know that you conduct conference calls from your home office while wearing your slippers.

"If you want people to perceive [your company] as bigger, you have to start from scratch with your corporate pieces--your business card, logo, letterhead, etc.," says Scott Deming, a professional speaker, sales and branding expert, and founder of RCI, a marketing company in Syracuse, New York. To present the image of a larger, more established company, you've got to produce professional and well-made marketing materials (read: no beginner's desktop publishing), and your website must be attractive, informative and easy to navigate.

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