Developing a Brand: How to Create the Right Look and Feel for Your Small Business
Take a moment to think about all of the brands that you see every day. I think it is fair to say that a loved and recognizable brand is one of the most valuable assets a company has. According to a Nielson survey, 59% of consumers prefer to buy new products from brands that are familiar to them.
If you have a small business, you know what it is like competing with big brands and their devoted customers. Not only that, but they also seem to have unlimited marketing budgets. Here are some ways that you can differentiate your brand and build a strong marketing presence.
What is a Brand?
Branding is not just a flashy logo. It is a customer’s overall perception of your business. Consistency in communication and experience is key to being recognizable.
Here is a list of areas in your company that you could strive to keep consistent.
- Content Marketing (Social)
- Print (Signage, Packaging)
- Website & Online Advertising
- Storefront & Office
- Customer Service
Keeping these aspects of your business consistent is important, but building a brand does not happen overnight It is a process that takes time. This ongoing effort however will result in long-term relationships with customers and lead to a steady increase in sales.
How to Build a Brand
In order to build a strong brand, you must first establish your target audience. Once this is established you will create your mission and message to meet their exact needs. For example, is your audience elderly people, or a younger generation. This will impact how you use and advertise your product digitally. Younger generations tend to be more tech savvy while older generations tend to stick to one or two social outlets that they know.
Once you have targeted a specific audience, establish a brand mission statement. Doing this will create a clear expression of what your company is about, or more specifically your company’s “Why”. What gets you up in the morning? What values does your business hold? Everything from your logo to your general personality should reflect your mission.
Another way to help set your brand above the others is researching brands within your industry. You don’t want to imitate another brand exactly, Of course, but being aware of what others do well can be a good guideline of what could work for you. Also, finding what they maybe don’t do as well and making that something you excel in can be a way to set you apart.
Brand building, when done correctly, can be one of the most significant things that you do for your business. Brand building plays a key role in transforming your business into a successful competitor.
When you follow these brand building tools you will find that your customers develop a deeper trust for your brand and will become more likely to buy from you.