Are you a small business owner looking to brand your enterprise? Well, congratulations as you are in the right place! We are going to share some effective and quick tips on how you can best brand your set of services or products.
After all, it does not matter whether you’re a big or a small company. Size does not matter. What matters is how you choose to identify yourself and ultimately to brand yourself.
Your brand is how your target market will feel when they interact or think about your company. Hence, defining and positioning how both potential and current consumers feel about your commercial endeavours is critical to your professional success.
Time to get started.
Outline your brand identity
This is the first and foremost step as you embark upon your branding journey. There are a few questions you need to ask yourself. They include but are not limited to:
- How is your portfolio of products or services different from your competitors?
- What do you define as your company values, goals and mission of your enterprise?
- In what light do you want your potential customers to view your brand? What do you want them to think when they interact with it?
Once you have clarity on the above questions, you can commence designing your brand’s DNA.
Keep your brand message consistent and coherent
Your brand promise will ultimately be communicated via your brand message to your consumers. They need to know what your unique selling proposition is and why they should procure your product.
The most important thing here is to effectively convey how your brand will add value to your consumer’s life. Maybe your product is all natural and vegan – it will appeal to all eco-friendly individuals out there. Remember that the values, mission and goals you defined in the preceding step will influence this heavily. After all, everything is interconnected.
Design your imagery and communication strategy
What comes to your mind when you think of Apple? No, not the fruit- but the tech giant itself. Let me guess, you think of Steve Jobs in his top form as an inspiring and excited personality. Do you know why this visual popped into your head? It is quite simple.
This can only be attributed to Apple’s marketing brilliance by involving his personality in all aspects of brand communication, high tech and keeping things simple. Apple succeeded in building an emotional connect with its target market.
It is imperative that you live up to the brand promise and message that you deliver. For instance, if you claim to care about the environment, then you need to prove that to your target market.
Don’t forget to make sure your represents what you stand for. There is a number of online logo design services that can help you achieve this.
Get on board the social media train
Once you have designed your brand principles, you can start building direct relationships with your customers with the help of social media. Instagram, Facebook, Pinterest, Linkedin, Twitter..the list goes on and on.
The good news is that you do not have to be present on all social media platforms. Just choose one or two and concentrate your efforts on amplifying your footprint there. Maintain a consistent tone of brand voice across all channels.
For instance, if you are informal in your style of communication on Facebook, make sure to replicate it on your Instagram page as well. You have to be true to your brand in every comment, like, post, and share that you do.
Let your target audience get to know you
Sometimes, knowing who the brand owners and what they stand for can make all the difference in a sale. For instance, suppose you sell face powder but market to your customers that you do not test on animals.
Now imagine a person in a make-up store, debating whether to try your brand or another one- which does animal testing. Knowing that you do not indulge in such harmful practices will push her towards your brand as she will not want to support a business that brings harm to living things.
Do not be scared nor hesitant in letting your creative juices flow. Ditch the conventional norms of marketing and communication and get down to implementing innovative practices.
For instance, if you are a toy company, adopt a child as your brand persona and utilise language similar to how today’s children communicate in. Make it a team effort and brainstorm a list of unique ideas. However, do not lose sight of the bigger picture and do not forget the very essence of your brand.
Manage all your brand touchpoints
It is vital that you remember that your brand’s reputation has to always remain in top form to ensure that you do not lose out on growth and potential sales. As a small business owner, you can customise your touchpoints, your messages and speak to customers directly if need be. Work closely with your sales guy to understand what your customers are truly about.
Constantly remind people about your brand of services or product
Branding takes time. Giants such as Apple and Nike have invested a ton of marketing dollars into their branding campaigns and have spent time in gaining the top of mind recall position in their consumers’ mind in their respective product categories.
Do not let the size of your business deter any big goals and big dreams that you may have. Dream big so you can become big. We have faith in you! We know you will achieve your objectives. Maintain brand consistency and always maintain the quality of your product.
By doing so, you will win the trust of your customers. Once you do that, the sky is the limit! Why, you ask? Simple. Because you will have their brand loyalty. And that means guaranteed repeat sales as they will come back to repurchase your brand as they were happy with its performance and the difference it made in their lives.