Quick Business Branding Guide | How To Turn Your Small Business Brand Into Your Most Valuable Asset
Quick Business Branding Guide | Think branding is only for large international corporations? Think again. Branding is one of the most critical elements of any business, large or small, retail or business-to-business. A well-planned brand strategy gives you a major edge in increasingly competitive markets. But what exactly does “branding” mean? How does it affect a small business like yours?
A brand is the sum total of the experiences your existing and potential clients have with your business. Get smart about branding and you’ll quickly be on your way to making your brand a household name! At the end of the day, a strong brand communicates what your business does, how it does it, and at the same time, builds trust and credibility. So, what can you do to use these experiences to grow the appeal of your brand – without breaking the bank? Here are our top tips that can help.
Know Your Target Audience | Quick Business Branding Guide
Your existing clients may skew toward a particular demographic or socioeconomic group. They may share a common problem, interest or need. Your brand has to be able to connect with these people. They’re your target audience, the consumers you specifically aim to serve. Do your research. Learn the needs, habits and problems of your existing and prospective clients. And don’t rely on what you think they think. Know what they think.
Clearly Define Your Brand Promise And Stick To It | Quick Business Branding Guide
Your brand promise is powerful. It’s the statement you make to your clients and target audience that lets them know what to expect every time they engage with you and your products and services. Is your product the high-cost, high-quality option, or the low-cost, high-value choice? You shouldn’t try to make it be both, just like you can’t be all things to all people. Even the most outgoing and charming small business owner is never going to bring clients back, unless the product or service they offer delivers and exceeds expectations. The bottom line here is that you shouldn’t lose sight of your product – keep improving it, testing new offerings, and making sure you always put product first, not the money it brings in.
Create A Voice For Your Brand | Quick Business Branding Guide
Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering on your brand messages. Where you market your business is part of your brand strategy. Your distribution channels are part of your brand strategy as well. To build and maintain a successful brand, every element of it has to be as good as your product or service and you must be consistent in presenting your brand. This includes not only your business name, logo, overall aesthetic design, products and services, but also trickles into marketing materials, your website, content posted to social networks, appearances at networking events, conferences, etc.
Consistency Leads To Loyalty | Quick Business Branding Guide
Many small businesses mistakenly change their messaging depending on their audience. For example, they might take a more serious tone on their website, but a very lighthearted tone in their tweets. This will only confuse your existing and potential clients and detract from your overall message. Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services that enables you to charge more for your brand than what identical, unbranded products command.
Set Up Brand Guidelines | Quick Business Branding Guide
It’s vitally important to have many different ways to communicate and reinforce your message and style to your potential clients, so you need to have both verbal and visual brand representations for your business. From business cards and logo to email newsletters and brick-and-mortar signage, all of your printed communications and sales materials should look, feel and sound like they come from the same source. Design templates and create brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout.
Have A Professional Website | Quick Business Branding Guide
It’s not just good enough to just have a website, you must effectively incorporate your brand image. If you’re known as a top notch photographer, the last thing you want is a website designed 10 years ago. When you set up a website, you have to make sure that the colors, the texts, the images, the navigation and everything else is geared towards optimized representation of your brand and is up to date with the latest trends and technologies.