With so many businesses competing for customers, it can often be difficult to cut through the clutter and stand out in a crowded marketplace. One way of achieving this is to develop a solid brand image that sets you apart from other similar businesses.
The process of establishing a brand is important whether you’re a small business or a large, multinational corporation. Every business has something different to offer, whether that’s the type of service, the product, the price or environment. Effective branding can communicate these qualities to the right type of customer, helping you generate business from the intended target market.
When many people think about a brand, they often think about logos or large, well-known corporations. But a brand is far more than just a logo or recognisable company name. Indeed, the process of branding can improve people’s ability to understand your business, enabling you to manage expectations more effectively.
Below are some things to consider when establishing a brand for your business:
- What does your business stand for? – Every business stands for something, whether that’s doing a good job at a fair price, or going beyond the call of duty to please customers. Establishing what your business beliefs are is crucial when developing a brand.
- What values does it communicate? – You stand for something, but this needs to be communicated to customers. Branding can help establish and communicate your core values to the right type of prospect.
- Can you offer anything unique? – Having a Unique Selling Proposition (USP) can assist in brand development. For example, if your product has a unique feature unavailable at competitors, this is something to capitalise on. Likewise, if you carefully craft bespoke products in-house, rather than importing from afar, then this is another USP.
- How is your business perceived by potential customers? – It can be well worth taking a step back and considering how people actually view your business. Perhaps you are an exclusive provider of high-end goods. Or maybe you are the friendly and fun business that people just love dealing with. Think about what message your marketing communications are saying – then act!
Answering these questions will help you establish a brand strategy and target your audience more effectively. Branding can help your business in a variety of ways and an effective brand strategy can be utilised both online and in real, “offline” world. Your brand is transferable across a range of platforms, including social media, so be sure to take advantage of all these methods for maximum impact.