Defining and branding your business is the first and most important marketing step you can take as a start-up. Whilst many think a brand is only reserved for larger, global companies, many small businesses can benefit from good branding too, especially if they are hoping to expand in the future.
This article gives you some tips to consider when branding your small business, shows you where you might fall down and tells you how to avoid this.
Understand What Your Brand Means
When people start a small business, they often think they have a good idea of what their brand is. Unfortunately, that’s not always the case and your brand may start to chop and change as you develop, which can make it difficult for potential customers to understand who you are.
Simplify your brand into two or three words or phrases and work with that. Is your brand promoting luxury? Community? Artisan products? Think about the kind of message you are going to put across to potential customers and stick with it. Consistency is the key to success.
Focus On Your Uniqueness
Once you’ve figured out what your brand means to you and what you want it to mean to other people, you need to take it a bit further. Sadly, there are likely many companies selling exactly the same thing as you but that doesn’t mean you have to blend in.
To brand your first business successfully you need to consider what makes you unique. Perhaps it was a gap in the market or that you thought you could improve on a service that already exists.
Whatever it is, you need to use this create a brand that stands out. Find your niche and use it in your marketing. As a small business, you’re not trying to make a global name for yourself but instead, want a loyal customer following.
Communicate Your Brand Clearly
It’s important not to make your brand message too difficult to understand. Social media channels are all about short, sharp nuggets of information and you should consider this when communicating with customers.
Confusing brand messages put people off and as a small start-up, you will have to work extra hard to establish a strong and positive brand message.
Be A Brand Ambassador
As a company owner you have to be a living, breathing ambassador for your brand and if you have employees, you should ensure they are too. To do this effectively, you need to have a clear understanding of what your business stands for and communicate this clearly to employees as well.
If you can prove to people that you wholeheartedly believe in your brand message, potential customers and clients are more likely to believe this too. This not only strengthens your brand but builds trust, which is important if you want your business to stand the test of time.