One of the things I really can’t stand is clutter. Whether it’s random papers or objects on a desk, or even junk messages in my email inbox, clutter takes up space. It also can distract from the most important business tasks at hand.

Just like an overloaded desk, there is a lot of junk on the internet and in the digital world. Sometimes all of the industry news, trending stories of the day, and advertisements make it seem too difficult for small and medium-sized businesses to stand out among the clutter.

Within its year-end article about “50 Small Business Trends and Predictions for 2016” Business News Daily did more than just dish up numbers on business sector growth, or foretell what new technology you’ll be using next. It talked about the problem of clutter, how things are changing, and how to stand out.

Quoting one prominent entrepreneur, David Mercer of SME Pals, the online magazine, mentions clutter specifically:

"The challenge facing everyone is how to market and promote a small business amidst all the clutter and white noise,” Mercer said. “Paradoxically, I believe that the businesses that will ultimately succeed going forward are the ones that go back to traditional methods, like building face-to-face relationships and word-of-mouth marketing.”

Standing Out with Relationships

“Traditional methods, word-of-mouth and personal relationships”? These all might sound tricky in the increasingly digital age. After all, the 21st century is one in which almost everyone buys products from online purveyors, while retail stores and restaurants who still occupy brick-and-mortar spaces are now using apps and smartphones to reel in customers — even those on foot.

But human interaction in business isn't such as strange idea, is it? In the past 12 months, this blog has emphasized getting to know your customers not only as a sales concept but as a necessary tactic that sets business-to-business relationships apart from the mass consumer approach.

According to some business-to-business experts, making personal contact is one thing. But developing an authentic relationship with your audience is important too. Certainly businesses today demand efficiency and speed in filling their needs. However, your best customers will value your investment and having an ally they can rely on.

Telling Your Story

Another thing that goes hand-in-hand with knowing your customers, and them knowing you, is familiarity. Telling your story helps illustrate not only who you are, and the experience that you have in your line of business, but also how what you offer is special. In other words, what makes you unique will help you stand out.

Salespeople from various industries often talk about the importance of an “elevator pitch”. This pitch is simply a succinct way to describe your business or what you do in the short time it takes to ride up or down in an elevator. The most important part is to transfer facts or evoke emotion, which increases the likelihood your brand will be remembered.

Even if you are in a market that has a long sales cycle, it is still important to be able to summarize in a few words what you do, or what makes you the best. If your customers and prospects can quickly identify your value to them, you will be top-of-mind for them.

A Stand-Out Identity and Logo

Another topic that has been bounced around amid all the re-brands of 2015 is corporate identity and the logo. What makes a logo worth noticing, effective, and more than a random combination of fonts and images? What makes your business’s identity unique?

While it is probably true that logo conceptualization is part art, part science — and not just “black and white” — simple elements that are related and relatable to a brand tend to help a logo really speak to viewers.

Tech giants like Google and Microsoft, for example, established themselves from the outset with logos that were not only different, but were indicative of the value of their brand and products. Both opted early for multi-color schemes that they thought communicated “technology”.

Meanwhile, a relatively new establishment, burger joint Shake Shack, has a low-tech product, but one that is in much demand by tech-loving millennials. That said, Shake Shack didn’t try too hard to invent a new look for its logo, or try to appeal to generational affinity for technology. Instead the firm tapped millennials’ love for vintage, building its graphical brand identity and its standout logo with a slick 70 year-old retro font. 

2016 is a new opportunity to make new strides with your business. Take the time to consider your branding message (including your logo and your story), as well as how you communicate with your audience. Make this the year to set your company apart from competitors and build relationships.

If you need help revisiting your brand, Idea Custom Solutions can develop a professional logo for you in fast turn times as part of our Custom Creative Services. We deliver agency-level creative at a small business price that can enhance your image or that of your customers (a new sales opportunity for you!).