A recognisable brand is one of the most important assets a business can have. Small businesses are always competing with big businesses that have more customers and larger budgets. This therefore means that small businesses have to find the best, most effective ways to brand themselves. In this article, we will look at 10 tips on how businesses can successfully brand themselves.
Define Your Brand
Have a look at your products and services and then find words that best define and describe them. Then, think about the emotions and feelings you want your business to evoke when customers think about it. Putting all of this together will help you better understand how to position your business.
Consider What Drives the Business and the Brand
Think about the core principles of your business, the business’s purpose, as well as similar brands. What value does the business offer, and what are the core attributes that drive the business? Getting answers to these questions will help you define the business’s character and identity.
Craft a Brand Mission and Vision Statement
Both of these express what your company is passionate about. They are the reason why you run the business and get up every day. The vision is what your brand aspires to for the future while the mission is a roadmap that helps achieve this vision.
Build Your Brand Personality
Customers are looking for qualities that help you stand out from the competition. Customers crave personalised interactions with businesses they can identify with. Once you establish a brand personality, keep it consistent across the business and across all points of contact with potential customers.
Research Your Competitors
Because you want to stand out in your industry, you should research your competitor’s brands. Study how your competitors have positioned themselves and how they went about building their brands.
Determine Your Target Audience
You want your business to be known a certain way by your target audience. You cannot be everything to everyone and so you need to define your target audience. Your target audience will determine your brand messaging when you get to developing it. Try to be as specific as possible at this stage.
Consider How You Will Interact with Your Customers
How and where you interact with your customers will determine whether they will trust you or not. Try to find ways to interact with your customers that help build long-term relationships with them. Be clear and honest, and find ways of telling them why they should choose your business without being forceful or condescending.
Establish Your Tone
Consistency is very important when it comes to brand recognition. Define your tone and develop unified communication strategies. A unified tone and communication will help customers identify your brand messaging and will be used on all branding and marketing materials for a unified brand voice.
Build a Brand Story
Many people want to know the story behind your business. Using the tone that you have established, come up with a brand story that resonates with your target audience.
Determine Your Brand Identification
Your brand identification includes logos, colours and everything else people will come to associate with your brand. Choose relevant, memorable and effective brand identification, so you can stand out and be recognisable in a sea of other businesses.
When building a brand, it is important to take it slowly and consider everything that will go into the brand. Remember that this is the way people will know you and so you have to be careful when crafting a brand.