Even if you run a small business and you intend to keep it that way, branding is important to your success. Why? Because establishing a brand isn’t about growing into a huge corporation or the face of an industry — it’s about becoming a recognizable solution in the eyes of your target audience.
What is branding?
Branding is the process of creating a unique identity for your business, one that will connect with clients and prospects on an emotional level. While catchy taglines and flashy fonts, colors and logos are a big part of what makes you recognizable on the surface, it’s what those things stand for that makes the difference.
How can branding benefit your business?
When your brand becomes a symbol of quality and customer satisfaction, your market value increases. Clients are willing to pay more for a quality product or service. As word spreads, referral leads will find you. Plus, your marketing efforts will get easier because you become a known entity with built-in credibility.
How can you start developing your brand?
- Identify your target audience — Eighty-two percent of companies with better value propositions use buyer personas.
- Find your voice — What are your values? What does your brand represent? Be sure the tone of your message not only conveys these concepts but also connects with your target audience.
- Establish an online presence — Create the type of content your ideal client will be searching for and post it consistently on your social media channels.
Lastly, always make service a top priority. Word spreads fast, so focus on creating a wonderful, shareable client experience. This goes a long way toward establishing brand credibility.