Ten ways to build a brand for your small business
Branding is just as important for small businesses as it is for big names.
Many small business owners I talk to already understand that branding is essential to their business, but a surprisingly high number of them don’t really know why.
They recognise the link between successful businesses and strong branding, and aspire to build a brand that emulates similar success for themselves.
And they understand that branding is not just a logo or how their business is perceived externally. But too few realise that successful brands have this branding at the heart of the business. So much so that in many ways you could almost substitute the word brand for business.
Branding is a way of defining your business to yourself, your team and your external audiences. It could be called the business’ “identity”, but only on the understanding that it embodies the core of what the business is and its values, not just what it looks and sounds like. Customers of all sorts of businesses are so savvy today that they can see through most attempts by companies to gloss, spin or charm their way to sales.
The benefits that a strategically defined brand can bring are the same as when people fall in love with each other. When customers connect emotively – because they share the same values and beliefs of a brand – it leads to higher sales and better brand differentiation. It also leads to loyalty
Here are ten tips on how to successfully implement branding for your business.
Start by defining your brand.
Review the product or service your business offers, pinpoint the space in the market it occupies and research the emotive and rational needs and concerns of your customers. Your brand character should promote your business, connect with your customer base and differentiate you in the market.
When building your brand, think of it as a person.
Every one of us is an individual whose character is made up of beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say. Of course, for people it’s intuitive and it’s rare that you even consider what your own character is, but when you’re building a brand it’s vital to have that understanding.