Branding isn’t something that should be done by just the big companies. Small businesses should take it seriously too. Many small business owners understand that branding is essential to their business, they know how important it is but they don’t particularly know why.
So let’s discuss this, there is a strong link between a good strong meaningful brand and a successful business. Branding isn’t just a logo but that’s immediately what comes to mind when you think of branding. It goes so much further than that though! Its a way of defining your business to yourself, your team, your customers.. everyone! Its a way of displaying the identity of a business. To show the core values of your business is branding.
1. Start by defining your brand.
Review your product or service and figure out where in the market it lies. Now research your customers, who are they, what are there needs and concerns? Your end goal is to connect with your customers.
2. When building your brand, think of it as a person.
Try to take that personal connection you have with your brand out of it. Think of the values of the company and the purpose.
3. Have a think about what is driving your business.
Branding is all about getting your businesses personality out there. Your trying to show your business has some character about it and hoping that your customers can relate.
4. Try and build long-term relationships with your customers.
Raising your customer’s expectations and then letting them down can really harm your brand. You want to build some trust with your customers through honest branding. Don’t fib or share information that isn’t 100% true even if you think it has a good chance to become true.
5. Stay consistent
It will help reinforce the businesses character.
6. Don’t repeat the same message in the same way over and over again.
When developing your brand’s identity try to get your messages to connect with each other.
7. Don’t try to copy the big chains.
There is a big consumer trend towards independent businesses and for this reason, you’ll see some big chains try to mimic the independent feel in order to capture some of that market. However, the truth is independent businesses can leverage this drastically and build something original and authentic in the process.
8. Be innovative, bold and daring – stand for something you believe in.
Big brands are encumbered by large layers of bureaucracy, preventing them from being flexible and reacting to the ever-changing needs of their customers. Those layers of decision-makers can make it hard for them to be daring with their branding.
9. Always think about your branding when you’re talking to customers.
Try offering more than discount your products further for example. Don’t slash prices as this just dilutes your brand’s position. Promotions should be a way of promoting and enhancing your brand.
10. Stamping your logo on everything won’t do the job.
Branding is more than just your logo or the colour scheme on your site.
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