As a small business, you are in a unique position to create valuable customer experiences, build loyalty and bring in new clients. If you offer niche services and have a clearly defined target market, you have an edge to separate yourself from your competition. You probably have very high customer service standards and you aren’t held back by corporate rules or processes, so you have an advantage over the bigger players. Bring all of these things together and you have a great value proposition. You are already on your way to pinpointing and growing a strong brand for your small business!
Here are some things you can do to build a strong brand.
Have a Clearly Defined Target Audience
Don’t try to be all things to all people. If you try to please everyone, you will attract no one. Find your niche and know your target market inside and out. What are their needs, frustrations and fears? Keep in mind that most people buy on emotion, not reason. What emotional benefits do you have to offer?
What are your unique strengths and abilities? What do you do better than your competitors? What do you offer that your competitors don’t provide? Establish a unique voice but stay authentic to yourself and your business. Inspire people to choose you over your competitor.
Be Clear and Consistent
Be clear about who you are and what you do and be consistent with your message. Your message is important because it defines your brand. Keep your message focused and aligned across all marketing mediums. Inconsistent messages will confuse your audience.
Establish Trust and Credibility
Connect with others in your community and become a thought leader in your industry. Share important information and knowledge with others. Be open and honest. Think carefully about the promises you make and never make a promise that you cannot keep. And always give your customers the best experience possible.
Your brand is many things…
– Your brand is your identity.
– Your brand is your promise to your customer.
– Your brand is what sets you apart from your competitors.
– Your brand is what makes people remember you.
– Your brand is your customers’ experience.
– Your brand is your customers’ perception of you.
But most importantly…
Your brand is your image. And your image is everything, especially as a small business. You need people to see you as the only solution and if you don’t have strong branding, there is nothing that separates you from your competition.