Brand building is for mega-corporations. Not that accurate.
The idea of branding has been hijacked from the so-called marketing specialists and turned into a mysterious world of ‘awareness quotients’, ‘recognition metrics’ and ‘focus groups’. Because of this, many small business owners have started to believe that developing a brand is beyond their funding or irrelevant to them.
It is time to take the notion of brand building back to its specifications and show that it is equally as important to your small, local business as it is into a multinational corporation. The difference is one of scale.
Primarily what’s Brand? A brand is everything your clients and prospects recognize and remember about your business; their overall perception of you. Yes, it is all about your logo, your color scheme, the design on the side of your vans, or the kind of your storefront, however, it is also about the intangible things like how your staff copes with clients, whether you’ve inventory shortages or if you deliver in time.
Everything you do and everything you exhibit to the outside world becomes part of your brand. However, why is it important?
In the same manner that we form quick impressions of the people we meet, we make similar judgments of the businesses we experience, even if we never purchase anything from them. Listed below are a couple of examples from my regional place.
I recently moved into a new locality. Down the street from my house is a bicycle shop. I have been planning to purchase a bike but hadn’t got around to moving in. 1 night a car lost control and careered to the window. This was three months before, but for some reason, they haven’t replaced the glass and the window is still boarded up.
I do not understand why this hasn’t yet been fixed, but exactly what it indicates to me is complete indifference. What care could they take as a client of me if they can’t be bothered to repair their shop? I had no feeling for their brand, but I have a very negative perception and that I will not be buying my bicycle from them.
By contrast, within another street, there is a butcher store, which specializes in organic meat. The storefront includes a style, the window is laid out, the beef seems succulent and tender as well as the team is dressed in pristine whites.
Just enjoy the cycle shop, I have never been but I have formed a very favorable impression. Just from what I have seen, I believe that I would be served with friendly people that know what they are talking about; that they would sell me the best meat and even though it will probably cost much more than from my local supermarket, it is going to taste fantastic and will be worth every penny.
The butcher has succeeded in developing a solid brand image in my mind. So powerful in fact that I’m already eager to pay, possibly for the adventure of enjoying a high-quality product and purchasing from him.
Today it can be that when I do move in, the service might not be as great as I expect. They might be condescending about my lack of understanding of beef cuts and the product might not be as good as I believe, in which instance, my perception of the brand will be tarnished. To put it differently, they still have the opportunity to have it wrong, but right now they are currently doing good.
So how is your brand? Does your shop look enticing? Are your trucks immaculately turned out? Do your staff dress smartly and act appropriately? Is the name or logo, exhibited across your displays, letterheads, adverts and business cards?
Whether your brand is all about large quality and high cost or low cost, quick delivery, Burke & Burke considers that the important thing is your consistent support of the image you would like to portray. Do not attempt and be all things to all customers; present yourself appropriately and pick your market far from becoming the land of major corporations and keep in mind, a clear, positive brand is vital for every business.
Why Business Branding Is So Important
Your “brand” extends well beyond the range of your ceremony or your widget. Your brand is your reputation. Your brand is clients think of your business, the way they speak about your business, and the way they feel about your business. Yes, I stated the way they feel about your business. You may be amazed to learn that an overwhelming majority of customer choices are based in whole or in part on their connection to the person behind the business. That is true to some degree in online business. That’s why online business owners maintain chatty, personal blogs and give away free, valuable information in their niche. The main purpose here is to keep readers coming back in the hopes (and to increase the likelihood) that they will become valued clients someday soon. This type of branding is an increasingly important element when it comes to owning and operating a local storefront, since the achievement of your business is highly dependent upon positive word of mouth among the local people, and repeat business is critical.
How To Establish Your Brand
As we have established, your “brand” equals much, much greater than the straightforward product or service you provide. You know it’s an important factor in the eventual success or failure of your business. So, how do you go about building your brand? You have a few options, here. You might want to think about using all of them.
Take Part in community events and organizations
Sponsor community triggers and neighborhood college functions
Sponsor a wider cause and rally support via your website
Get involved with social media marketing
BE YOURSELF! The only way today to put yourself apart from all the competition out there is to let your personality shine through.
The #1 asset your business has that will allow it to stick out from the competition is you! Ask yourself these questions. Answer frankly.
Why did I pick this business?
Why is this line of business important for me personally?
What’s unique in my business?
What portion of my business am I passionate about?
How can I share this passion with my customers?
When you determine what makes your business unique, you can capitalize on it to construct your own, unique business brand toward lasting success!
The Bottomline for Branding
It sends a very clear message. Not many businessmen realize that practicing good branding is one of the best leadership strengths you can use for communication. If you’ve got the ideal brand, it is going to send a powerful message to customers, even in the absence of advertisements. It is thus crucial that you thoroughly research for a brand that complies with your client’s needs which sends them a message. The consumers will become your customers once the bridge of communication is shaped.
It boosts business authenticity. People trying to have leadership in business recognize that credibility does not come easily. It requires innovation, intensive marketing and providing products and services. Along with the rise in your company’s credibility, people will begin to easily associate your company with a brand. After a brand begins to become recognizable, your company’s credibility is going to have a base to be built on.
It makes a connection between your products and customers. People are always able to relate to some brands that they love. This occurs because, in every aspect of life, a product or service has come to be a witness for success and/or failure. That is the reason why branding is one of the leadership strengths. A powerful brand will develop a link between clients and an organization’s products.
It motivates buyers. Like it was said previously, branding boosts a connection between goods and clients. If this bond is powerful, the brand can inspire clients to keep on buying your products and services. This is a direct result of the bond which exists between clients and your company. Nevertheless, this is only going to happen if the brand that the company has is one that people can very easily associate with.
There are numerous ways in which you can improve your leadership in business, but one of the most crucial leadership strengths is using a distinctive, attractive and recognizable brand, that people can associate with. A powerful brand is very important for a successful leader in business.
