6 Tips to Build Your Small Business’ BrandRebecca Bendikov
Small businesses seldom have the advantage of a dedicated marketing department, so building your brand is one of the most important things you need to do. A business with a healthy brand has a better chance of being seen and known in the market, having customers who are loyal and is even more profitable. You don’t need a “big” name, a flashy logo or a catchy slogan to have a strong brand. A strong brand is built on what your business does, what it’s best at and the experiences your customers have every single time they deal with you.
These are our six top tips for attracting customers and keep them coming back by building an awesome brand.
Decide what your brand stands for
Beyond making money – and providing a living for you and your staff – ask yourself what the purpose of your business is. What do you contribute? Do you solve a problem? What is your vision? You need to have a clear idea of who you are and what you believe in before you can communicate it effectively, and genuinely, with your customers. As a business owner, these values should guide all your decisions so you can stay true to what you stand for.
Find your niche in the market
How do you want to position your brand? Are you a luxury brand, more of an everyday value alternative or something between the two? What types of things do you hope customers say when they’re telling their friends about you? Think about the kinds of things you want your business to be recognised for, and develop your products and services in line with those values.
Humanise your brand
The way your brand speaks, acts and even things are all described by your overall brand personality. These elements manifest themselves in all your marketing messages and business communication including on social media, your website, email, marketing materials and communication with customers, suppliers and partners. What is the tone of your brand? Are you more corporate professional, or more relaxed? Some brands have a serious business-like tone while others use humour. If you want customers to be able to relate to your brand, think about the human attributes you want it to have.
Make sure your message is consistent
Brand consistency matters. Your communications, marketing and business materials all represent the one brand; so they should look and sound like it. And although they should all be consistent with each other and your brand personality, remember that it’s important to set yourself apart from your competitors to appeal to your chosen target audience.
Know exactly what your customers want
Knowing your brand is important, but knowing your customers is absolutely vital. You need to understand their needs and desires, what they value, place importance in and what they’re looking for from your business and industry.
Provide a great customer experience every time
To build a reputation as a brand that consistently delivers a fantastic experience you should make outstanding customer service a core value at every level throughout your business. This includes every time a customer comes into contact with your brand, before, during and after making a purchase. You will start to develop an instinct for these types of things after you’ve laid down the initial groundwork. Successful brands are built when their owners know their market, know what they stand for and remain consistent.