Your Brand is What Helps Your Small Business Get Noticed
There is a lot of competition for small businesses. We are always looking for that one thing that will make us stand out among the rest. While quick fixes and trendy ideas abound, the solution is long-term, consistent branding of the features of your unique and relevant business.
I recently acquired a BMW as a company car. It’s an incredible car; beautiful, dependable, and drives like a dream! It is easy for me to recommend a BMW to other people because I truly enjoy mine. That is what happens when a business is careful about building a quality brand. The reputation they build over time attracts customers who are satisfied with their purchase. That leads to repeat business and a desire to share their experience with others.
Why is it Crucial for You to Start Building Your Brand Now?
Many business owners make the mistake of thinking that their logo is their brand. However, your brand is the essence of your company.
“Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be”
Therefore, the best way to build your brand is to focus on what your business can uniquely offer customers. If customers trust a brand, they tend to be loyal to that company. They will even be willing to pay higher prices for a trustworthy brand. According to marketingcharts.com, 82% of consumers will stick to a brand that has proven to be trustworthy even when a new and exciting brand pops up. And 78% say they will advocate for a brand they trust. That’s the kind of business we all want to attract!
How to Design an Effective Small Business Brand
So, how do we get there? Let’s start with a few simple Do’s and Don’ts when it comes to authentic branding.
First, be consistent.
Always keep the mission and message of your company in mind when making decisions. If you are faithful to your core values in everything you do it will send a message to your customers that you can be trusted.
Secondly, be relevant.
Your overall goal should be to add value to your customer’s lives. If you can identify a problem they might have and offer a high-quality solution, you will have found your niche. Then you will just need to remember to be consistent in delivering that product. If you do your job well, the word will get out.
Thirdly, build awareness of your brand.
One way of doing this is through social media. Most people are active on several different social media platforms, so you will want to be there as well! Furthermore, you need to know your audience so that you are showing up in the places where they are looking. Ask yourself which mediums your customers are most likely to access. There are plenty to choose from, but you probably have a limited budget, so choose wisely. Here are just a few of the options…social media, newspaper, radio, signs, print, websites, large format, etc.
Those are all things you can do to help build your brand. On the other hand, here are some things you should make sure not to do.
Don’t copy other businesses.
It’s completely fine for you to look at other businesses for inspiration, but your goal is to get the word out about your unique brand. What makes YOU stand out from your competitors? Focus on that. Be unique, relevant, creative, and even a bit unpredictable at times!
Moreover, don’t jump on every new trend.
It takes time and consistency to build an authentic brand that can be trusted. If you’re interested in a new trend, look at it through the filter of your company’s mission. If it fits into that, maybe give it a try. If not, let it pass on by.
Lastly, don’t ignore the metrics.
You need to know the numbers and how they’re affecting your brand growth. It is important to be aware of things like social media metrics, media mentions, Google searches and ranking, and brand mentions among your audience.
Creating a Solid Small Business Brand Strategy
In a fiercely competitive market, your brand needs to stand out to get noticed. Consistent and trustworthy performance of your company over time is the key to long-term success. That’s your job. And you’re great at it! Helping you to build the awareness of your brand on a larger scale is what we at Ablaze Media love to do. Give us a call today!
