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Whether you like it or not, your small business already has a brand. This brand is based on the public’s perception of your business; this public includes customers, prospective customers, business associates and staff members. Fortunately, you can change the image of your business, provided that you are willing to make the effort. The number one reason why most large corporations brand their businesses is to ensure that it stands out from among all the other businesses in their industry, while at the same time; creating a corporate image. Most small business owners make the mistake of assuming that creating a corporate image is just for the ‘big guys’. Nothing could be further from the truth, and branding is what will either ‘make’ or ‘break’ your small business. It is crucial for small business owners to recognize the elements which will make their brand unique and different from the ‘crowd’. A brand is an experience or an association identified with a particular business. Buyers, then, make their purchases based on brand identity, relying on the perception, qualities and impressions which a business conveys. It is never too late to give your brand a face lift or even a complete renovation. Noted below are four simple steps to branding your business to be just the way you want it to be. Step One Know what you are selling, and know what you want from your business. This includes your personal values which you would like to see reflected in the business. Identify the focus of your business as well as its core strengths; what makes it different from the competition. This requires careful thought – if you are not sure where you should be going, chances are any road will take you there. Step Two Have a clear idea who your target market is. You need to know what demographic grouping would be most interested in your products or services; and brand your business accordingly. Identify ways which will be effective in sensitizing your demographic population. Step Three Ensure that you have a working knowledge of the product or service which you offer. In doing this, you will certainly be able to deliver on your promises. Nothing creates a negative ‘brand,’ like making big promises which you can’t deliver. Remember, you are creating a name for yourself – let your business be known for reliability, quality and great service/product. Step Four Whatever you do, be consistent. The importance of being consistent just cannot be over-emphasized. For effective branding to take place, consistency must be present; always carry the same logo, colors, slogans, business cards and statements through every area of your business. These elements must be unique and always visible, as this will help persons to easily understand your small business mission statement, at a glance. Building a brand, irrespective of your budget, requires that you have an appreciation of who your customers are likely to be and what you can do to serve them. It is only by effectively branding your business will you ever have a chance of surviving in this harsh economic climate. |
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