You have worked long and hard to grow your business but does your ideal audience really know who you are? Without a strong brand, your marketing campaigns may just fade into the background with the other 28 million small businesses in the U.S. Branding will help you stand out from the crowd. It defines who you are, not what you are.
Your brand is much more than just a logo on a business card and signs over the door. It is how your company makes your customers feel and determines the effect that your product or service is having on that customer. Your brand promise is a tangible benefit that creates desire. The promise differs from your value statement, which may be to deliver high-quality products.
Customers expect your brand to deliver its promise every time. They also want you to recognize and use their input that can lead to an improved product or service.
Let' look at some of the elements to consider while building your brand.
The first quality of a strong brand is to be original, so you differentiate yourself from the competition. This means developing an image and voice that is truly your own and not built from clichés and sales talk.
Your customers will not feel that you are sincere if you are using a copy and paste response method to their comments on social media and other communications. It is important to show your human side. After all, you are building long-lasting relationships with your customers and they should feel like they are interacting with a person, not a machine.
Having identified your ideal customer will determine the messaging you create. It should be relevant and sympathetic to that one audience, and in return, they will feel comfortable doing business with your brand. Take time to create the day in the life of that person from the moment they wake up to the moment they go to sleep. This will give you direction for all your content creation.
Brands that aren't afraid to experiment with new techniques or take a side on controversial issues in their industry encourage loyalty and respect from their customers. It keeps your brand top of mind and never boring. But while you are being bold, you also need to have consistency and give your customers a sense of familiarity and predictability. To be consistent your brand needs to be clearly defined and understood by your entire team.
People need to see your brand in order to respond to it, so you need to make it as visible as possible. A diverse marketing strategy will reach beyond your website into social media campaigns, advertising, and other promotional materials or events.
To rise above the competition your brand needs to offer more value. This may be defined as better products and services at a lower price. Or maybe you have stronger customer service. Focus on what is most important to your ideal customer and they will respond.
Best of luck,
The BeeHexa Team here at El Paso, TX
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