Small Business Marketing: Brilliant Branding Builds Business
Branding is more than product recognition or a simple logo.
It is the overall intellectual and emotional impression
people have when they think of your company and its
product. It is a strong and consistent message about the
value of your business.
A memorable and trustworthy brand reinforces customer
loyalty. It helps them remember that your business provides
the perfect solution to their problems. Therefore, to
succeed in branding you must understand your customers’
needs and issues.
Brand building is an ongoing business strategy that has an
easy-to-measure cost in time, money, and effort. Its value,
on the other hand, is harder to establish because it
involves measuring emotional associations that may not
immediately translate into revenue.
Branding is an essential element of success, however, and
it should be reinforced during times when business is
booming and when sales are slower. You want customers and
potential customers to maintain a positive association with
your company and its services.
You control the messages you send out through marketing,
advertising, customer service, and your Internet presence.
Branding is a combination of everything your company uses
to present itself. Here are a few key elements to analyze
and enhance in your branding strategy:
1. Professionally designed marketing materials (logo,
stationery, ads, and the like): These tell customers your
company is strong, confident, and credible. Your marketing
materials should reinforce your company's image and
positioning over and over and over.
2. Consistency in advertising: Develop a tagline to
succinctly describe your company - and use it! Develop a
campaign that can provide different messages, but it
recognizable as your brand.
3. Excellent customer service - always! Make sure your
entire staff positively represents your business image.
4. A strong and professional website: It must be easy for
viewers to navigate and understand. It should let visitors
know what your company does and why they should care.
Provide compelling, easy-to-understand, and interesting
content. Make it easy for visitors to make purchases.
5. Differentiate your brand: Make sure your customers and
potential customers understand why you are different from
the competition. You want to establish a superior benefit
with you target audience that encourages long-term loyalty.
Branding is not what you say about your company and
products; it's about your customers' perception of your
company and products. To strengthen your brand, make sure
you can answer the following questions: What do you do that
is different from anyone else? Why do you matter to your
customers? If you can't answer these questions, you don't
have an effective brand.
ACTION ITEM: Take a good look at your company and
product/service strengths. Determine your primary strengths
and benefits and then make sure your branding strategy
(marketing materials, advertising, sales, customer
services, logo, etc.) reinforces this. Simple, eh?
About the Author:
ABOUT THE AUTHOR: Wendy Maynard, the Marketing Maven,
publishes REMARKABLE MARKETING, a weekly ezine for business
owners, freelancers, and entrepreneurs. If you're ready to
skyrocket your sales, easily attract customers, and have
more fun, get your FREE TIPS now at