Building a strong brand requires you to understand that your
customers have certain needs, wants, values and characteristics. While building
and clearly defining your brand it allows your target audience know what they
can expect when they work with you. It gives an overall view of your employees,
your service, and your products.
Your brand is a promise, a statement on what your company’s
culture is. It reflects your values and what you stand for.
Who do you want to serve?
Really think about what your small business wants to
provide. Your customers may go for certain demographics or social groups which
can cause some interest or need for your company. This can also allow your
brand to target certain audiences that you want to serve. If you’re not sure
who your audience is look at your current customers and get a parameter to
define who your audience is. Remember 80% of your business comes from 20% of
your clientele.
Be authentic about
who you are.
Present yourself as you would like your brand to be
presented. Be consistent so as not to confuse your market. Clearly define who you
are trying to reach and provide services for. Define what sets you apart from
your competition. Convey to your target audiences the constant and genuine
brand that can build trust and connect with others potential customers.
Be aware of your strengths and weaknesses. Use these to
build your company and give a genuine personality to your company. Think of
what your company does better than anyone else and focus on that.
Keep your message and
visual identity professional and consistent.
Build on your brand and make it unique, strong, and keep
your message consistent on what you’re trying to convey to the customer. All
your materials email, logos, communication, sales material, phrases, slogans,
taglines. All should be consistent in appearance and in message so that your
marketing collaborations will encourage people to do business with you.
This is the first thing a customer sees and an important
part on catching their attention. It’s the first piece of dialogue you will
have with your customer. Use social media to post products, services, videos
that tie into your company’s website. Create a place that is easy and
interactive for your customers. Let your product reviews talk about your
products sold. Respond proactively and professionally to those reviews, especially
negative ones. Allow your customers to feel like they matter by sharing useful
information, upcoming events, target customer’s interest and share testimonials
of satisfied customers. Don’t be afraid to utilize surveys to get customers input
that can help improve your business.
Customer service is at the core of all business and put in that extra
work to give customers the impression that you want to give them a terrific
experience and establish a strong relationship with them.
It will take a lot of work and effort to get your brand
going but once it has been established it will get easier and more instinctive.
In the long run customers will associate your brand with a certain market, consistency,
and build a loyal fan base.
