Branding is just as important for small businesses as it is for the big boys. These days corporate brands are trying to look more like small businesses so that they can appeal to customers who like supporting independent brands. However to be successful, business owners must learn to stand out and understand the fundamental brand building skills and how to stay relevant in this ever-changing environment we all live in.
Small business owners that we work and talk with know that branding is essential to their business, but a surprisingly high number of them don’t really understand why. They recognise the link between successful businesses and strong branding and aim to build a brand that has comparable success levels for themselves. They appreciate that branding isn’t just a logo, slogan or design scheme, however few understand that successful branding is the customers’ total experience of your business. Your brand is in your customer promise, your business values, your personality and the way you talk to your customers. It’s in the way you package your service and communicate. Your brand strategy is how, what, where, when and to whom you plan on communicating and delivering your brand message.
The benefits that a clear brand strategy can bring are amongst many things, loyalty and ultimately higher sales.
Thrive Studios can help you to develop your own brand identity and move your business onto the next stage. We’ve put together a list of ten tips on how to successfully brand your business.
1. DEFINE YOUR BRAND
Take a look at the product or service that you offer and identify a place in the market where it would sit. Now research the needs, wants and concerns of your customers.
2. THINK OF YOUR BRAND AS A PERSON
We are all individual with different needs, beliefs, values and drive which characterizes who we are and how we behave in different situations and it’s fundamental that you have this understanding of your brands identity too.
3. WHAT”S DRIVING YOUR BUSINESS?
What’s the ethos, values and aspirations of your business, which are the brands that you aspire too? All these factors help you to establish and capture the essence of the brand
4. BUILD LONG_TERM RELATIONSHIPS WITH YOUR CUSTOMERS
Understand what value you provide to your customers, and ensure you maintain it without raising their expectations. It’s crucial to understand the customer experience as a journey with a long string of interactions, continually building trust and loyalty.
5. SPEAK TO YOUR CUSTOMERS WITH A CONSISTENT TONE
Everything that your customer sees, feels, touches and experiences about your product and business must be consistent. You need to “control” everything your customer sees and hears about you and the story and message is consistent. This information gives you customers the ability to evaluate quality, value, and what to expect from your product or service.
6. HOWEVER DON’T FIXATED WITH CONSISTENCY
Repeating the same message in the same way over and over again is not showing your customers that your business in growing and moving forward, so make sure your key messages work in building your identify but that you are flexible too.
7. DON’T COPY THE LOOK OF THE BIG BRANDS
Establish your own unique identity. At the moment we are seeing a big consumer trend towards independent businesses so make sure you take advantage of this and attract customers looking for that original and authentic product or service.
8. STAND FOR WHAT YOU BELIEVE IN
Big brands are weighed down with bureaucracy which stops them from being flexible and reacting to the ever-changing needs of their customers. You don’t have this so make sure you take the bull by the horns and make those changes – be yourself and be unique. If you look the same to the customer as all the other options it’s easy for the customer to pass you by.
9. BE CONSISTENT
When communicating to your customer always ensure your brand is consistent, especially when you are offering promotions. Think about the wider picture not just what you’re offering at any given time. Branding is the expectations people have about you before they do business with you, and the experiences they have when they do that form your reputation.
10. KEEP THEM COMING BACK FOR MORE
Don’t give everything away at first glance, create some intrigue and think about how you can ensure people talk about your brand before and after they’ve finished the experience this will generate loyal customers and keep them coming back for more.
At Thrive Studios we run a number of mentoring workshops to help you build your brand. These are a small group of business owners who work together along side our team to help you and support you to grow your brand and Thrive! For more information contact us firstname.lastname@example.org