As someone running a small business or a start-up, you greatly know that making sure people know your business’ name is important. This is where the importance of branding comes in. You have to see to it that your business stands out of the competition. You have to make sure that your brand proposition lives up to what you offer—because that is one of the most important ways to get your customers to trust you. Also, you have to realise the fact that the voice of your brand is something that your customers can relate to.
Many people running small businesses often overlook branding. They are often consumed by the demands of the operations and manufacturing. But no matter how good your product is, it will be difficult to generate sales when people do not know your name. Branding is also thought of as a difficult discipline, as this is usually associated with aesthetics; some businesspeople usually stay away from this discipline, as they do not trust their tastes. It is time that you changed your mindset. Below are some of the ways you can build your brand:
Communicate your mission and vision
You may already have the aesthetics, the colours, and the witty lines. But these are not always enough, especially if your customers are very discerning — which you want them to be. They are looking for your commitment to quality, so you have to make sure that your materials, your periodic campaigns, and your ads all communicate your mission and vision. In case your business does not have a mission and a vision yet, it is not too late. The mission and vision statements will all serve as your business’ anchor. Your operations and marketing will depend on them heavily.
Make the branding cues obvious
You may be advertising your brands, but are you doing it right? Foremost, brand cues should be visible across your materials. You may be putting your brand aesthetics on your billboards and digital videos, but consider other media that may serve as your carriers of branding cues. Your packaging is one of them; it would be wise to get custom paper bags and boxes. Your stationery and the uniforms of your employees can also be utilised for your branding efforts.
Train your employees
You may not be able to afford a celebrity endorser or an influencer, but you can have your employees as your brand ambassadors. You can train them to understand the business’ branding essence. You have to make them realise that their roles are purposive—that each of them contributes to the success of the business. You may choose to have team-building activities and even hire a third-party trainer.
When marketing your business, you need to see to it first that people know your name. They should also be able to trust what you have to offer. You have to put in the right amount of effort to publicise your brand proposition. Because in the world of business, image is a valuable currency.
