<img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id=964364957711114&amp;ev=PageView&amp;noscript=1">

Effective Branding for Small Business—7 Fail-proof Actions

Effective branding for small business

 

Before you can wrap your head around the concept of branding, you need to know what you are trying to say with your product or service. Ask yourself:

  • Have I invented something new or made improvements to something already on the market?
  • Who will be interested in what I have to offer?
  • Where do I see this venture going in the next five years?
  • Will my product evolve, will it become an industry standard or is it a jumping off point to something bigger and better?

Once you answer these questions you can think about your marketing message, style and branding. Incorporate the below seven fail-proof actions of effective branding for your small business, and you'll be well on your way to branding success.


 

Action One—Get a sense of your business “self.”

Before choosing a style, write out a description of who you are. Are you laid back, formal, fun? In most cases, your business style should match or compliment your personal style. It's important that you feel comfortable with, and proud of, the way your product or service is presented to the world.

 

Action Two—Consider your audience.

Next, give some thought to your audience. Who will buy or use your product? If your customers belong to a demographic or generation other than your own, how will they perceive your style? Will they think it is stuffy, or silly? Not only do you need to be comfortable with your style, but your potential patrons need to like it as well.

 

Action Three—Find your differentiation points.

What's your message? What's the most important quality of your product? Why is it better than what your competitors are offering? List some of you product's advantages. Consider why someone should choose your product over another. This could range from being better at customer service or having quicker response times than the competition. Whatever makes you different needs to be a part of your marketing message.

Finally, let's talk about branding. Branding is not just a mission statement and fancy logo, although they are elements of your brand. Branding is the collective emotional response to your product, you and your company. As with most ventures that involve the public, perception is reality. That means that it is extremely important to get some things right, right from the start.

 

Action Four—Be straight-forward in your marketing.

Technology makes finding what we want so easy that we have little patience with web pages that are anything other than super user-friendly and simple to navigate. Web presence (and all of your marketing) needs to be straight-forward and up-front with concern to fees, prices, services, guarantees, returns, sizes, dimensions, shipping options, etc. Consider all marketing options available to you—from signage and direct mail pieces, to phone apps and blogs—and put your money and efforts in the areas you can get the most bang for your buck.

BlogMutt_blog.jpg

 

Action Five—Address customer questions and concerns.

Another must-have for effective branding is a Q&A section on your website, and other communication pieces that address all possible concerns customers might have. Nothing hurts a company more than a confused or dissatisfied customer, especially when they share negative feedback about your company with others.

Give some thought to how you will handle disgruntled customers. Consider what you would expect as compensation for your wasted time and money. What do your competitors offer? With cash back as a last resort, could you offer return postage, coupons, discounts, replacements, etc.

 

Action Six—Create a strong logo design.

You want your customers to feel like they're members of an exclusive club. Surprisingly, the name you choose for your enterprise is less important than a logo that expresses who you are and what you do. You have the clearest vision of what your logo should say about your business, but a professional graphic designer can create a clear, crisp image for that vision. If you have the money, secure the services of a designer who understands your particular style and vision.

 

Action Seven—Deliver great service.

To solidify your branding image, ensure that you are able to consistently deliver high quality service and products for the foreseeable future. Do this by using the best materials you can afford and paying knowledgeable employees competitive wages, while offering incentives based on attendance, quality, productivity and customer service.


What actionable steps have you taken to build a solid brand at your business? Let us know in the comments below! If you’re looking for help building your brand, contact Milwaukee marketing agency, Accelity Marketing.

 

Get the small business growth kit