Have you ever wanted to have your own special brand? Many small
business owners think they must be giant corporations to have a
successful brand. Nothing could be further from the truth. Think
about some of the major brands we have today such as Pepsi and Coke,
and think about your favorite brands. Many of these brands had very
humble beginnings and started small and grew to be the giants we see
Branding is about defining your business in a way different from
your competitors and building identity for your business. By doing
that your customers will be able to make a difference between your
business and other businesses.
Your brand is also known as “good will.” Your brand has a value
that is beyond a material building or inventory. Your brand will
tell customers what is special about your company.
of the first steps you must take is to decide what makes your
company special. Is it the product, service, or maybe the excellent
customer service? Your special niche might even be a combination of
things. Whatever makes your customers come back time after time is
the thing to promote.
next step will be to design a logo and decide on name for your brand
that will catch the eye and makes your business standout from the
rest. If you are not sure what you want for a logo, sitting down
with a graphic designer is a good idea. He/she will be able to give
you valuable input and make suggestions.
Building successful brand requires consistency. You must have
consistency in all phases of your business. Here is a list of some
of the most important areas for building your brand:
Let’s take a look at each of these areas.
Advertising and Promotion
A business should
promote and advertise during periods of prosperity and periods of
hardships. If you think of your favorite brands for example they
continuously promote and advertise their product and services and
they are consistent in their messages. Your advertising must have
this same consistency given the budget you can allocate for your
promotion and advertising. You may not have big budget, but you need
to come up with your own ways to communicate your message to your
target audience. The more often customers see and hear of your brand
the more likely they will do business with you or buy your products
Customer Service is
important for every business. People do not like dealing with
businesses with poor service. This is an important aspect of your
brand and you need to think of how you can be different than your
competitors when it comes to customer service and communicate that
through your promotional and advertising campaigns. People want to
trade with a business that will give them excellent customer
service. The service they receive should be friendly, timely and
consistent. By continuing to give consistent customer service, your
customers will appreciate your brand and they will start talking
about your brand which is free and the most effective promotion for
your small business. Also by rewarding customer loyalty you will
build long term customers.
Product and Pricing
This is another extremely important area when
establishing your brand. People will be drawn to your business if
you price your products or services fairly based on the quality of
your products and services. Ask yourself: “Why do people always seem
to shop at Wal-Mart?” One answer is this: They have consistently low
prices. The stores also usually have what the customer wants in
allows you to build a relationship with your customers and your
community. It helps your business gain credibility. By promoting and
supporting positive causes and events in your community your
business will develop a positive image.
Branding is not only for your customers and people
outside your small business but also for your employees. The more
your employees understand and believe in the value of your business
they will start branding your business. Employees who enjoy working
for you will help you build your small business brand.
Another very important part of building your brand is the Internet.
Businesses who have a presence on the Internet will be able to reach
more customers. Even if you do not sell online your customers can
visit your website and learn more about your business and this is
part of your branding strategy.
your business is important for your success however keep in mind
that branding is an ongoing process. Learn from the large corporate
brands, keep your name in the public eye, promote your brand
consistently, treat your customers and employees good and build your
business to support your brand.