Most people think branding is more important to big businesses than it is to small businesses, and that is really far from the truth. Because most consumer prefer to support smaller businesses, big brands are now trying to look like small businesses in order to appeal to these consumers.
Although small business owners have begin to agree that branding is important for their business, they seem to find it difficult to know why it is important. Here are some tips on how to effectively build a brand for any small business.
Define your brand
Take a good look at your product or service offerings, try to find the space you occupy in the market and what emotive reasons do your customers have for buying from you. Your brand is how your business connects with your customers and differentiate itself from the competition, build its character around that.
Your Brand is a Person
As an individual, our characters are made up of values and beliefs tha defines who we are and what we stand for. The way we handle different situations is determined by our personality, this includes what we say and how we even dress. When you are building a brand, you need to have this understanding.
Build a brand based on values and beliefs, don’t just follow the crowd, let your company stand for something and stick to that no matter what other companies are doing.
Build Long-term Relationship with Customers
Don’t make offerings you cannot deliver, and they break those promises after you have raised the expectations of your customers. Instead be honest in all you do including what you say you product can deliver, this would help you build trust. Trust is the surest way of getting repeat business as well as referrals. When people know you for who you are, they would not want to risk trying out your competitors.
Speak with your customers with the same tone
Don’t switch tones when you are speaking to your customers no matter the medium you are using. This helps to keep your brand close to them and they know exactly what to expect from your products.
Do Not Copy other Bigger Brands
As a brand, you have to carve out your own unique identity. One of many flawed thinking in the business world today is that majority of customers want to associate with bigger brands, so small businesses tend to copy these big brands.
However, when a brand is truly independent, it is well placed to get business from several customers who want to patronize original and authentic brands that mirrors how they feel about themselves.
Don’t be afraid to Innovate
Most big companies have to deal with so much bottlenecks and that limits innovative ideas from being turned into products. As a small business, you can be flexible, try to attend to the ever-changing consumer needs as fast as you can, don’t be afraid to be daring, just don’t go against what your brand stands for.
Use promotions to reinforce your brand mission
Indiscriminate discounting is one easy way to lose your brand’s position. While most companies offer only price slashes in promotion, consider doing something more or different. Promotion times should be when you make your brands mission even more pronounced, not to just get more sales through the door.
Don’t send the same message the same way all the time
Try to be a little more unpredictable when you are relating the same message to your fan base. When you say the same thing the same way, your fans would get bored and when you become predictable, you brand message would start getting ignored. Always be willing to experiment new methods of sending out the same message that would make it appear different from the last time.