Building your brand

Building your brand

January 4, 2014

Branding your small business isn’t difficult with a little help…

Branding is just as important for small businesses as it is for big names. Indeed, many corporate brands are trying to look more like small firms in order to appeal to consumers that prefer to support independent brands.

Many small business owners we talk to already understand that branding is essential to their business, but a surprisingly high number of them don’t really know why.

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 obviously leads to higher sales and better brand differentiation. It also leads to loyalty, advocacy and can even protect your price in times when competitors rely on promotional discounts to drive sales.

Just like with people when the relationship is strong, they often decide to start a family. Once customers are emotively connected with your brand it gives you the ideal platform from which to extend your offering or range.

Here are ten tips on how to successfully implement branding for your business.

1.   Start by defining your brand.

2.   When building your brand, think of it as a person.

3.   Consider what is driving your business.

4.   One of your branding goals should be to build long-term relationships with your customers.

5.   Your brand should always speak to your customers with a consistent tone of voice.

6.   However, don’t be obsessed with consistency, repeating the same message in the same way over and over again.

7.   If you are a small business, don’t try to mimic the look of chains or big brands.

8.   Be innovative, bold and daring – stand for something you believe in.

9.   Always consider your branding when communicating to your customer base, especially when doing offers.

10.The old way of doing things was to simply stamp your logo on everything that sits still long enough, not anymore!

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