Branding Essentials | 6 Things Highly Successful Business Owners Do To Build Better Brands
Branding Essentials | When you think of brands, there are likely a few that come to mind first such as world’s famous drink companies, shoe makers, car manufacturers, fashion designers and other huge corporations. Even if your small business isn’t listed in the Fortune 500 (yet), how you approach brand building can still have a huge impact on growth and success of your business. While you might do it slightly different than the big guys, the end result is still the same.
A strong brand effectively conveys what your business does, how it does it, and at the same time, builds trust and credibility. And it’s not just your logo. Your brand lives in your everyday interactions with clients, the images you share, the messages you post on your blog, the content of your marketing materials, and even in your status updates on social networks. Here are some guidelines for building a powerful brand that positions your small business clearly and effectively in your industry, and helps attract repeat business and referrals.
What Is Your Business All About? | Branding Essentials
When you know who you are, you know your value. As it’s been said countless times: You don’t get paid for the work you do in an hour; you get paid for the VALUE you bring to that hour. Take some time to think about your industry, your personality, the nature of your business and all the things it stands for. What is the value you can offer to your potential clients? A clear and concise vision and mission statement help communicate exactly what your business does, as well as your community beliefs and values.
Hire A Professional | Branding Essentials
Have a professional logo that can be easily recognized in small sizes such as social media profile profiles, not only blown up on a roadside billboard. A good logo will go a long way, so unless you can design one that looks professional on your own, you’ll want to hire an experienced expert. People commonly associate brands with the brand’s logo, so keep your audience and products and services in mind as you think about your logo, because you want your logo to effectively represent your company and appeal to your ideal clients.
Maintain Consistency | Branding Essentials
If your business is taking advantage of the countless marketing opportunities available out there, it’s important to have consistent branding across all of the various media. From business cards and logo to email newsletters, social media and brick-and-mortar signage, all of your printed and digital communications and marketing materials should look, feel and sound like they come from the same source. Create templates and set up brand standards for your marketing materials. Use the same color scheme, logo placement, look and feel throughout.
Find Your Voice | Branding Essentials
What you say is important, but don’t overlook how you say it. Your brand’s voice is the language and personality you and your employees will use to convey your branding message and engage with your clients. Many small businesses mistakenly change their messaging depending on their audience. For example, you might take a more serious tone on your website, but a very lighthearted tone on your Facebook fan page. This will only confuse your existing and potential clients. For optimal results, your brand’s voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off.
Set Up A Website | Branding Essentials
There are so many business owners that think they can get by without one. The truth is, in this day and age, you can’t. Your website is the central hub of your online presence. A professional website that clearly communicates your brand image will help differentiate your business from the competition. So, when designing your website, make sure it conveys your brand image, has a fresh, up-to-date design, and uses images and language that communicate who you are and what you stand for.
Keep Your Promises | Branding Essentials
Although this is common sense, you’d be surprised how many small business owners ruin their relationships with clients by failing to keep their promises. Clients won’t return to you, let alone refer you to someone else if you don’t deliver on your brand promise. Happy clients who feel good about your business are your best source of referrals. Don’t lose sight of your product – keep refining it, testing new offerings, and making sure you always put product first, not the profit it brings in. Even the most outgoing and charming small business owner is not going to succeed in bringing customers back, unless the product or service they provide delivers and exceeds expectations.