Today’s world offers an arsenal of tools for businesses to build their brands. That being said, these tools must be used correctly; otherwise, they will be of little use and could even tarnish a company’s image to current and prospective clientele.
Here are 10 quick branding tips for your small business, courtesy of the pros:
1. Audience knowledge comes first.
Forbes reports that companies such as Nike have had immense success because of their “customer obsession.” Make sure you know your clientele better than they know themselves, as this will help you to deliver relevant messages to your customers.
2. Keep your employees highly engaged.
Customer experience is critical to the success of a brand and it is imperative that customers have a positive first impression with it. Entrepreneur magazine contributor, Sam Bahreini, called first impression failure the “first step down the bad-service rabbit hole.” Engage your employees with leadership and your employees will engage your customers.
3. Understand and illuminate your position.
Inc. Magazine says that building a consistent brand is representative of who you are and your mission. Your brand is just the physical manifestation of your mission and it helps build a community by connecting you and your customers. This then helps them feel more loyal to your products as opposed to those of your competitors.
4. Strike the right chords in your voice.
The voice of a brand shines through in all marketing, sales and customer service activities. Just Creative, a marketing firm, urges to carefully consider the language used when communicating with your audience on any platform. It reminds us that today’s tools grant the opportunity to communicate with an ever-growing audience on an intimate level.
5. Be intelligent.
Data analytics technology is becoming more powerful. MilesHerndon, a branding agency, recommends to “audit your brand” frequently, looking at metrics related to its performance in the marketplace and success of each marketing campaign.
Ceros, an advertising firm, emphasizes the importance of not only being unique in the context of the market but also knowing exactly how the business differentiates from competitors. Once this is understood, build the branding strategy atop this unique foundation.
Forbes also mentions that today’s consumers are far more likely to engage with businesses that remain at the cutting edge. Robert Wolcott, Co-Founder of the Kellogg Innovation Network, says, “brands earn trust by being authentic, and by being seen to be authentic.” Never underestimate the powerful returns that come from innovation-related investments.
8. Remain agile.
A firm value proposition and a tight business plan are critical, however, in today’s rapidly evolving landscape, companies must remain agile and capable of adjusting to change on a dime.
9. Tell a story.
Outspoken Media asserts that a strong, unique and compelling brand story – told properly – can have vastly positive impacts on a brand’s image. A brand story allows you to communicate to your customers who you are and what you want them to remember about you.
10. Use social media.
When it comes to the branding arena, Lander reports that social media is especially powerful. Use social media platforms with a consistent brand voice and you will develop a powerful image among your target audience.