Without a doubt, branding is an integral component to the success of any company regardless of its size. When implemented correctly, excellent branding elevates your business, product, and/or services above the competition by creating an enduring impression with customers. Because of its paramount importance, small business owners would be well served to consider professional branding services regardless of the industry. In this article, we discuss how small businesses can ensure that their branding is on point.
For a small business to ensure that its branding is on point, it must determine its target audience. For a small business to successfully build branding, it is vital to target the correct audience with the right tone and voice, make an emotional connection, which thereby motivates the consumer to follow through with a purchase.
Finding your company’s niche is crucial for success with branding.
To have successful branding, a small business must essentially define itself. What are the core values of your business? What makes it unique? What value does the business provide to consumers? What makes your brand unique in today’s marketplace?
These are some of the key questions that a small business owner must ask themselves when defining the company’s brand.
Branding must involve market research. For a company to ensure that its branding is on point, it is imperative to understand the marketplace and what drives and appeals to your target audience. Once you are aware of the trends within your specific industry, you will possess a better understanding of your target audience, and therefore, can more effectively hone your brand’s message.
In today’s marketplace irrespective of the industry that you inhabit, brand consistency is essential in building your company’s brand. Not to put too fine a point on it, your brand is one of, if not THE most valuable assets that your business possesses. For a small business to establish itself with consumers, there must be brand consistency with all components including brand name, logo design, slogans, website design, package design, signage, social media channels, etc.
By ensuring consistent branding across various platforms, be it online, print, or video, a small business is creating brand awareness. This births brand loyalty, which in turn, results in increased sales.
A brand style guide is indispensable for any small business that wants to ensure its branding is on point. In essence, a brand style guide is a rulebook that contains the entirety of what defines a specific brand. It includes everything from your company logo and messaging, to specific imagery and graphics. By creating a brand style guide, you will ensure brand consistency, irrespective of the medium, or presentation.
“Make sure to build and establish your local brand and online presence. Every visitor who is thinking to become your customer will always look out for your local real estate and your online presence. When the client finds you online or through social media, they can easily find you with all of your business information to prove your authenticity.
Markets shift and change all the time, start by pitching to the right customers. Grow your business by taking a step back and looking at the broader picture to which untapped markets can benefit your offerings in ways you have not considered before. Just because your customer has always fit a particular profile, does not mean that it will always be the case.
Technology is marking its feet in the world of sales and marketing. You can make the most of marketing and sales by looking at the channels through which you are engaging with your clients and evaluate which channel is performing well.
Always do competitor research in terms of what your competitors are doing, what campaigns they are running to get audience engagement, and then analyze what activities you need to do to reach and connect with customers.
Never underestimate the power of online reviews and testimonials. 84% of people trust online reviews as much as personal recommendations. There is so much to choose from for consumers out there today that these reviews can really make or break a customer’s decision.”
Rameez Ghayas Usmani, Digital Marketing Executive, purevpn.com
“A brand is a promise in the hearts and minds of its customers of a consistent experience with the product or service. Whether your service is B2B or B2C every business is P2P and
connecting on a personal level is what matters most. Successful businesses understand their product or service is about more than the transaction, they are in the relationship business. People buy brands they know, like, and trust. Everyone is not going to like, buy or hire you, but for the ones who would be a great fit for you, make sure they feel and keep a connection and give them a reason to remember you so that when they need your help they
think of you first. Here are a few tips from my experience on how to build a strong brand:
Be original – What makes you unique or special?
Be creative – How do you want people to think & feel after interacting with you vs. your competition?
Be honest – Let your brand be known for speaking the truth, and you become the trusted advocate and go-to source.
Be relevant – Brands aren’t created in a vacuum.
Be consistent – Develop a cohesive message, and live it every day.
Be passionate – Everyone loves to work with people who are passionate about what they do. It makes life much more fun and interesting.”
Paige Arnof-Fenn, Founder & CEO, Mavens & Moguls
Your Business is your brand. Moreover, branding is of paramount importance to the success of your company. By ensuring that your branding is on point, your small business will distinguish itself from competitors, convey your brand’s story and vision, attract potential customers, and create brand loyalty. Thus, these components will lead to increased sales and maximize the growth of your small business in 2020 and beyond.
Sarah Bauder is a senior content specialist at Little Dragon Media. Sarah has a degree in journalism and has a decade of experience writing content at numerous renowned publications. She enjoys writing about digital marketing, business, entrepreneurship and more.