As a small business, what does your brand say about you, your employees, your products and services?
For too many companies, they don’t have a real grip on what their brand is or should be, leaving them missing out on opportunities to reign in more customers and revenue.
Branding is a Full-Time Job
As most small business owners know (or hopefully know), the task to develop, implement, and maintain a company brand is a full-time job in and of itself. In branding your small business, you form a connection to your customers and potential customers, a relationship that takes time to build.
When your small business is looking to brand itself, here are some ideas to follow:
- Producing quality products and services – If your goods and/or services are so-so, do you really expect your customers and potential customers to give your brand a thumbs up? Make sure that both your goods and your customer service are 100 percent so that there is less of a chance your brand will suffer negative publicity;
- Spreading the word – As good as a product may be, if no one hears of it, don’t expect a lot of business. Your company needs to promote your brand through awareness campaigns, continuously letting individuals know what you have to offer and what sets you apart from the competition;
- Looking to the future – Any successful company is always thinking ahead. While you may be concerned about today’s sales numbers, you also need to have a vision for what the future holds, both monetarily and for your employees.
As your small business looks to improve its brand, here are some thoughts to consider:
- Do you truly believe in your brand? – One of the worst things you can do as a small business owner is having lukewarm faith in your brand. The goal here is for both you and your employees to commit to and believe in your brand. If you don’t believe in it, don’t expect customers too either;
- Review your brand – Your branding needs reviewing from time to time. Whether it is a few times a year or once a year, take the time to see what is and isn’t working regarding your branding efforts. The worst thing you can do is just assume the brand works and not review it;
- Invite your employees along for the ride – A good small business owner wants his or her employees active in the branding process. With involved and motivated employees taking part in your branding efforts, you stand a much better chance of being successful. Your employees are your first line of public relations, so make sure everyone is on the same page enthusiastically;
- Lastly, keep an eye on what the competition does – While copying your competition is never advised, it is a good idea to look at the competition’s branding efforts, what works/what doesn’t work and how they are reacting to their customers. Given that you are likely going after the same target audience, see where you can one-up your competitor when it comes to getting customers more interested in your brand.
Your company’s branding efforts will go a long way in defining how successful you are as a small business.
With the right approach, effort and determination, you can brand yourself a winner.