No matter how small it is, every business has a brand. The question is whether the brand is created intentionally or by accident. If you don’t define your brand, other people will.
Branding is more than your logo, tagline or slogan, your brand is your promise of specific benefits, quality and value to your clients or customers.
In his book, UnMarketing, best-selling author Scott Stratten, writes:
“When you invest your brand’s time and resources into creating relationships, your customers become less trigger-happy. They come to feel like they know you. This relationship creates trust; then, when negative experiences happen, they give you a chance first – giving you the benefit of the brand doubt.”
When your main focus is on your product or service, you do not have a brand, you have a commodity and more than likely, you are competing on price only, a risky proposition.
In a small business, personal and business brand might be intertwined since the founder brings a lot of his/her personality into the company.
As the business grows and the brand evolves, it’s still possible to find the founder’s personality in the “big” brand, for example Richard Branson with the Virgin brand.
In order to build a brand you must know who you are and tell your story
The following questions will help you get started:
- Why are you in business?
- What do you believe in? What are you and your employees passionate about when servicing customers?
- Who is the target audience that will benefit most from your product or service?
- What problems are you solving for your market?
- How are you different from your competitors? What services or products do you provide that they can’t or won’t?
Your story is unique to you, telling it will help you:
- Differentiate your brand.
- Communicate why you are different.
- Connect with your target audience on an emotional level.
- Attract those customers/clients willing to buy at premium price.
Now that you have your story and your message, the important part is delivering on your brand’s promise. Your promise or Unique Value Proposition needs to be delivered consistently at each point of customer contact time after time.
Your message should reflect your customer’s actual experience. Hard as you may try to control your brand, it’s the way consumers perceive your brand that defines it.
Finding time for regular and consistent marketing can be difficult because there is always other “business stuff” that takes priority.
MyMarketor can help you GET IT DONE! CONTACT US today and let’s grow your business!