What is Branding? How does branding work? How to turn your business into a brand?
These are questions that would be going through your mind as a small business owner.
Businesses must be branded like livestock.
It makes the business unique. When done right: It separates the business from the competition, while simultaneously attracting the customer closer to the business.
The branding campaign must speak to target markets, but it’s easier said than done. The challenge is keeping the message specific, but broad enough to blanket a wide range of potential customers.
Branding is different from marketing.
It’s easy to wrap these up in one especially if it’s a small business. But it’s important to keep them separate.
The brand is the passionate story. The marketing is how to tell that story to the world.
A brand is much more than a name, a logo and a color palette. It’s an expression of your mission, values and vision. A plan to achieve your goals and ambitions. An experience that connects you with your customers, clients, employees, investors and other stakeholders. A system and the tools to build that connection over time.David Feldman, Forbes Councils Member
How to go about branding a company?
Start with a personal story about why the business loves what it is doing. This story can be told through video, blog or series of articles. The key is staying consistent. If the story changes than the business branding is not as believable.
Sprinkle in the people of the business.
It’s important to think about who the people are and how to can tie that into the business because that’s what people remember. That’s what people want to put their own hard-earned money into. To believe their money is going towards a company that believes in themselves and their business.
Research with a sample size.
Anyone who has taken a statistics class or two will tell you a sample size is a great indication of the entire population. Peer reviews of the branding plan is crucial to the health of the branding campaign. It’s always a good idea to also run it by the people closest to you, or even some of your favorite customers. They will give the best advise anyone can give because they know your business better than anyone else. Adding market research and feedback will go a long way.
It will take time.
Branding campaigns need planning, adequate strategies ,tips and well thought out content. Answering the prospects concerns while earning their trust is a challenging task. Wrapping it up in a few sentences while capturing their attention is rewarding feeling.
But with highs brings lows. There will be marketing campaigns that are flops. It happens to all businesses. The beauty is there are no rules to this game. The floor is open to all suggestions and the only way to know which road to choose is with help from others.
“Sweat equity is the most valuable equity there is. Know your business and industry better than anyone else in the world. Love what you do or don’t do it.”Mark Cuban
It’s ok to get frustrated. It’s actually a great sign you are because it takes time to answer the hard questions. It may take years to get your branding right. But you truly must continue to work on it because it is a key attribute for your company to grow strong into the future.
If you are interested in brainstorming ways for your business to boost it’s branding shoot me an email! I love to talk about this topic!