Branding is one of the most important aspects of any business, large or small, retail or B2B.
An effective brand strategy gives you major edge in increasingly competitive markets.
But what exactly does “branding” mean?? How does it affect a small business like yours?
Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
Defining Your Brand
Defining your brand is like a journey of business self-discovery. It can be difficult, time-consuming and uncomfortable. It requires, at the very least, that you answer the questions below:
1. What is your company’s mission?
2. What are the benefits and features of your products or services?
3.What qualities do you want them to associate with your company?
Because defining your brand and developing a brand strategy can be complex, consider leveraging the expertise of a non-profit small-business advisory group or a small business development unit.
Once you’ve defined your brand, how do you get the word out? Here are few simple, time-tested tips:
Get a great logo. Place it everywhere.
Develop a tagline. Write a memorable, meaningful and concise statement that captures the essence of your brand.
Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout. You don’t need to be fancy, just consistent.
Be true to your brand. Customers won’t return to you-or refer you to someone else-if you don’t deliver on your brand promise.
Be consistent. I placed this point last only because it involves all of the above and is the most important tip I can give you. If you can’t do this, your attempts at establishing a brand will fail.