Branding Your Business

Branding is essential in small business as you try to compete against larger, more well-established companies.  There’s a lot more to your brand than just your logo or a catchy slogan.  Your brand is the entire essence of what you do, what you excel at and the experience your customers have with you.  The most successful brands build on a company’s strengths.  Therefore, it’s a good idea to start by evaluating what you’re good at, where you need to improve and what the values and goals of your business really are.  Branding is crucial when trying to attract new customers and clients alike.  Your brand is the face you put out into the world.  It tells the story of what your business stands for.  Without a strong focus on branding your business, no one will hear about you unless you do it right.  You have to learn to create a unique identity among the massive crowd of competition.  Branding is a way of defining your business both to yourself and to those you aim to target.  In essence, it embodies the identity of your business as a whole.

Probably the most crucial element to branding your business is knowing specifically why you are in business in the first place.  Try to keep focused.  Don’t try to be a “jack of all trades.”  While it might be tempting to offer as many products as you can, try to keep a specialized focus so that you can eventually grow to become one of the top competitors in your industry.

Clearly define your brand promise.  Your brand is a statement about your business.  Let your customers and target audience know what they can expect of you with each interaction.  A brand’s promise is based on something you can prove and stand behind.  It’s grounded in your company culture and philosophy and atmosphere.

Target whom you want to serve.  You can’t serve everyone so really get to know the audience you are going after.  Your brand needs to connect with people.  You have to show your customers and clients alike that your vision is in line with what they need and want from you.

Don’t try and be something you’re not.  Be honest and authentic about who you are with your brand.  Stay as consistent and focused as possible with the message you are sending out to the world.  If you’ve clearly defined who you are, authenticity should come easily.

Differentiate yourself from the competition.  Knowing what you do best enables you to convey your message more effectively to your target audience.  Be aware of both your strengths and your weaknesses.  Research those already in your field and try to do something different that enable your business to stand out in unique and innovative ways.  Try to find a personality for your brand that the competition isn’t already projecting.

Truly understand your product.  In order for others to stand behind you, you have to know what you, in fact, stand for.  Get to know your product intimately and learn what makes it distinctive and desirable to your target audience.

Remind your customers about your brand frequently.  Get on social media and try to target a vast audience.  Write blogs.  Think about making speaking engagements.  Gather a large email list.  Make sure you’re constantly reaching out to your customers and keeping your finger on the pulse of what they expect from you.

Develop a consistent voice and unique personality.  Send one message to the world.  Your customers want to know why you stand out and why they should stand behind your product.  Have one vision and stay true to it.  Think of your brand as if it’s a person.  Every one of us is an individual who is made up of stories, beliefs, values and purpose that define who we are.  The same is true of your brand.

Dare to be innovative and bold.  As a small business owner, you’re not tied down to larger corporate politics and bureaucracy which prevents you from being flexible.  This flexibility allows you to better serve the ever-changing needs of your customers.

Be intriguing.  Generate buzz around your brand and customer loyalty will follow.  If you generate intrigue, people will be more likely to try and unearth what it is about you that makes you stand out.  Remember people like to revel in telling others what they’ve discovered.  Pay attention to your customers and make their word of mouth an ambassador for your brand.

Lastly, think visually.  People are attracted to things that please their eye.  Use bold colors and graphics when promoting your brand.  Great first impressions leave great lasting impressions.

So what have you learned here today?  If you’re reading this as an entrepreneur, how have you branded your business to stand out from larger competition?  If you’re an established company, how have you kept your branding ideas fresh throughout the years?  Leave a comment and let your voice be heard!

Here are some articles you might want to check out about branding your business:

“How to Set Your Brand Up for Success”: http://www.entrepreneur.com/article/230242

“The Basics of Branding”: http://www.entrepreneur.com/article/77408

“The New Rules of Branding Your Business”: http://www.inc.com/guides/2011/01/new-rules-of-branding-your-business-online.html

Until next time…