I placed this point last only because it involves all of the above and is the most important tip I can give you. Customers won't return to you-or refer you to someone else-if you don't deliver on your brand promise. You don't need to be fancy, just consistent. Use the same color scheme, logo placement, look and feel throughout. Design templates and create brand standards for your marketing materials.Write a memorable, meaningful and concise statement that captures the essence of your brand. Is your brand friendly? Be conversational. This voice should be applied to all written communication and incorporated in the visual imagery of all materials, online and off. Create a "voice" for your company that reflects your brand.Branding extends to every aspect of your business-how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything. What are the key messages you want to communicate about your brand? Every employee should be aware of your brand attributes. Once you've defined your brand, how do you get the word out? Here are a few simple, time-tested tips: Know what they think.īecause defining your brand and developing a brand strategy can be complex, consider leveraging the expertise of a nonprofit small-business advisory group or a Small Business Development Center. And don't rely on what you think they think. Learn the needs, habits and desires of your current and prospective customers. What qualities do you want them to associate with your company?ĭo your research.What do your customers and prospects already think of your company?.What are the benefits and features of your products or services?.It requires, at the very least, that you answer the questions below: It can be difficult, time-consuming and uncomfortable.
Defining Your Brandĭefining your brand is like a journey of business self-discovery. For Nike, it's not just the shoe's features that sell the shoe. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. Your website, packaging and promotional materials-all of which should integrate your logo-communicate your brand. The foundation of your brand is your logo. Who you are should be based to some extent on who your target customers want and need you to be. Your brand is derived from who you are, who you want to be and who people perceive you to be.Īre you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can't be both, and you can't be all things to all people. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors'. Simply put, your brand is your promise to your customer. But what exactly does "branding" mean? How does it affect a small business like yours? Caiaimage | Agnieszka Olek | Getty Images An effective brand strategy gives you a major edge in increasingly competitive markets. Branding is one of the most important aspects of any business, large or small, retail or B2B.
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