Small Business Resource Center

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Company rebrand 101

March 22, 2017

A good brand has power. It transcends its product or service. It symbolizes something greater to people. But what happens if a brand isn’t achieving your company’s vision? What if things change so much that your existing brand doesn’t make sense anymore? Rebranding is common – healthy, in fact. Managing a company rebrand, however, comes with its own set of challenges. To help navigate this exciting and sometimes tricky process, see below for our step-by-step guide.

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A sweet new logo: How one small business owner rebranded with yellow and brown

by John Habib
John Habib

In our recent series about color pairings in logos, we highlighted the surprising effectiveness of yellow and brown combinations. Colors evoke certain feelings and associations, and yellow and brown are no different. And as it turned out, yellow and brown were the perfect combination for a small business looking to expand its growth potential.

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Small Business Stories: Park Avenue Salon and Day Spa

Rebranding — it’s a term ingrained in today’s business climate. As companies look for new ways to stay ahead of their competition and in front of their customers, rebranding is often part of the discussion. This is especially true for companies under new ownership and established businesses that are refocusing their goals. Rebranding an existing business as a new owner has unique challenges — challenges that Stacey Cudzilo, owner of Park Avenue Salon and Day Spa in Rochester, New York, can attest to.

Cudzilo knows rebranding intimately because before she could rebrand her new business, she first had to rebrand herself.

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How Much Should a Professional Logo Design Cost?


Whether you own a startup or established business, having a professional logo is beneficial on many levels. It builds trust, increases awareness, creates an emotional attachment – and ultimately, can deliver new customers. But how much should it cost?

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You can never be too ‘small’ for good, consistent branding


Starting a new business is a big feat. There is so much to think of and often, a lot of expenses to get started. One thing small business owners might choose to neglect is their logo. Some may think they’re too ‘small’ to warrant a professional logo. Others may think it’s an expense they can spare – that it isn’t important.

But in thinking this way, you are doing your business a disservice from the outset. A logo is one of the most important elements you can have in marketing your business.

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Retail packaging is a walking billboard

by Carrie Kwapick-Nasvick
Carrie Kwapick-Nasvick
October 17, 2016

Opening a new retail shop can be both exciting and overwhelming, especially when it’s your first venture. Just ask Maria Smyth, owner of Eclectic Shoppe in downtown Wabash, Indiana. “We didn’t know what we didn’t know,” said Smyth during a recent interview. But in just 12 months since opening her store, Smyth has managed to build a loyal following for the unique shop, which specializes in showcasing local artists work.

Maria had big dreams and great ideas for her store, but needed to drive awareness and sales to turn those dreams into a reality. Fortunately, Eclectic Shoppe was one of the six lucky businesses from Wabash to benefit from a Small Business Revolution makeover from our team at Deluxe, and will now get the help she needs to take her business to the next level.

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Website Wizardry: How rookies can write their own copy

by Linzi Breckenridge
Linzi Breckenridge

Your website is your calling card, and you have a very short time to convince visitors that it’s worth perusing further. On average, in fact, you can expect 55 percent of your visitors to spend less than 15 seconds on your site.

That’s why it’s so crucial to feature website copy that’s crisp, clear, relevant and easy to view. Savvy content marketers are increasingly recognizing the importance of engaging content, which is probably why 72 percent of B2B players name copy creation as a top priority this year.

How do you make great copy happen?

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Brand Positioning: Why it matters and how to trump the competition

Brand-positioning-Thriftalicious_heroimgBrand positioning is similar to a first date. When you meet someone you want to know better, you put on your best behavior and try to impress them. At least, that’s the goal. You aim to convey who you are, and what you are interested in. If you are genuinely focused on identifying whether or not you are the right fit for one another, you will be true to your character, your interests, and your values.  The same is true of your brand.

You cannot be all things to all people, although at times, it does sound appealing. The purpose of positioning your brand is to go a step beyond telling the world about the products or services you offer. Your goal is to create an emotional connection with the customers you want to attract.

In an article in Entrepreneur by Jim Joseph, the president of a New York-based communications agency, Jim discusses the importance of identifying what your customer is looking for, beyond what they need from your product or service.

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Retail packaging helps bridal shop bring a ‘big city’ look to small town

by Carrie Kwapick-Nasvick
Carrie Kwapick-Nasvick
October 3, 2016

Four years after starting her bridal boutique, Lisa Ellen Downs has become renowned for her devotion to her clients. Her passion for giving each bride and prom-goer that walks into her shop a big city experience has earned her boutique, Ellen’s Bridal & Dress Boutique, high ratings on reviews.

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