Businesses cannot do without leaving a personal stamp on their products. Not just in terms of labels which are a legal obligation, but in terms of building a whole story around the company. This process of personalising the entire company appearance is called branding. If you want your brand to be recognisable, you have to be unique.
Even when it comes to products and services that are offered by many other competitors – yours has to stand out from the crowd and show the best features it has. Especially if your business is still small – this means that you are advantageous as opposed to bigger companies, because lately the majority of big businesses are trying to look more like small brands. Simplicity is, indeed, not that easy to acquire, so keep reading if you want to find out how to build a brand for your small business.
1. Define your brand as your business
Everything starts with definitions. Unless you have everything clear for yourself, your customers will not get it either. Defining means determining your brand in such way that it promotes your company image and becomes recognised among the masses. The perfect example of a well-defined brand are the Coca-Cola company, McDonald’s and Starbucks, which managed to grow from a very small business into the biggest corporations in the world and are now recognised for their brand.
We connect with people based on the things they say to us and on the appearance of their face. Thus, if you want your customers to connect with your brand, you will first have to think of it as a person, with a strong character and distinct features so that people can connect with it. If that person is vulnerable, even better – the odds are that people will connect with a more human business than a strict and stern faceless corporation. You can even make your own mascot, either in form of an animal or a person – like McDonald’s did with their clown.
3. Build a relationship
Once you have your personalised brand set, you can start building a relationship with your customers. And not just any kind of relationship- If you want it to be long-lasting and strong, you have to invest into it. Just like marriage of two souls. Do not break your promises and do whatever you promise. This way, you will avoid disappointment and avoid driving people away. Since all people love free things, you should definitely think of giving out free stuff for promotional purposes.
And when it comes to promotion, you should find all different ways of reaching your customers and attracting their attention. For example, you can print your logo on personalised promotional products, such as T-shirts, key chains or custom water bottles, with the help of which your brand and your company name will become more visible and attract more customers.
4. Be consistent, not repetitive
If you are repeating one and the same thing all over again, people will become annoyed by it. Instead of being repetitive, you should think of a way to transfer the same idea in a slightly modified way. So, instead of playing one and the same commercial for years, you can create its sequels and prequels. Consistency matters, but as long as it is refreshed – people will not be bothered by it.
As you can see, there are different ways of creating brand out of your small business. Think of it as a real person, a human with emotions and desires, which wants to establish relationships and grow in the future. Only then will you be able to stand out from the crowd and offer something truly valuable.
About the Guest Author
Diana Smith is a full time mom of two beautiful girls and a former marketing consultant. You may like her discussing about the Technology Trends in 2016 for Small Businesses