Building a strong brand is important, but until you have one, the entire concept of branding can be elusive.
First, of course, you have to decide what you want to be known for. Most of us work in competitive businesses; what we sell isn’t the only one of its kind on the market. So we need to offer a unique twist. We might have more training and experience than our competitors. Perhaps we offer impressive guarantees, price breaks, or more sophisticated advice.
Or you might sell a service or craft that can be found in other parts of the country, but you corner the market in a certain region and that, in turn, becomes part of your brand. (Vermont maple syrup is an example.)
A strong brand makes it easier for consumers to choose your product from among competitors.
Branding can focus on offering the lowest price or it could appeal to the wealthiest percentage of the population. Several niches are available in between: sporty, fun, youthful, high-quality at reasonable price, and low-key but sophisticated to name just a few.
Successful branding rarely happens overnight and, once you choose how you want to be known, you have to convey your identity consistently with your product and service as well as through your messaging.
That process can include website design and content, product packaging and social media marketing. How you and your staff interact with customers, and your presence in the community can also convey and enhance your brand.
Entrepreneurs who speak at seminars, for instance, become known as experts in the field (while they get an opportunity to discuss their product and service to an audience). But you also influence your brand when you become known as a community volunteer, for instance, and are a familiar face at networking events. People take leadership positions in business and service organizations because they want to help their communities. They become a source of information and support for good and important causes. Secondarily, it enhances their brands.
Branding never stops
As you can see, branding is an ongoing process. Maybe you get your clients because what you sell is of high quality. You keep them for the long-run because you treat them well and deliver what you promised. You remind them you are still there through Facebook, a newsletter or blog. Then they come back, and refer colleagues and friends.
When branding becomes part of who you are, what you sell, and how you sell it, your company’s brand will help you attract new customers and keep current ones.
Bingley specializes in branding for new business owners and helping to visually display that vision to your customers. Schedule a meeting here to start a conversation.