Branding as a term connotes all kinds of secrets that you need to master in order to appear as big and bold as possible when in reality it is all much simpler than that.
As a business owner, you should be able to communicate clearly and precisely the aim of your business—no catch. Of course, doing so is not as simple as all that, but by laying out several ground rules you’ll be well on your way to effectively branding your goods and/or services.
- Keep it simple. According to the American Marketing Association (AMA) a brand is a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” Firstly it is important to look at your enterprise very closely and determine what is essential and what is secondary. What is the narrowest definition you can find for your outfit. Start by describing yourself in eight words or less (We…).
- Make it credible. Once you have a clear message, you need to make sure that it’s convincing. Make your mission or brand statement bold and declarative, but also not too bold to the point where it looks like you need to sell yourself out of an insecurity in your abilities and products. Trying to win over potential clients with ambitious promises and guarantees comes off a bit desperate in my opinion, as if you had to rely more on the promises and guarantees than your product or service.
- Make it personal. Although we are all living in the digital age—both people and companies—there is still a nostalgic longing to “know” and trust those who you are doing business with, to interact with a human face instead of an “interface.” There are many ways to accomplish this, such as using social media outlets like Facebook and Twitter to reach out to customers, but don’t underestimate the power of old-fashioned friendliness and cordiality either. It will go a long way.
- Make it inspiring. Everyone wants to be able to get excited about where their time and money is going. Allow your customers to think of “investing” in you and engaging in an active partnership. You might support certain philanthropic efforts with your business and encourage your customers to do the same, maybe set aside a portion of every purchase to a good cause that your customers would identify with.
I have not laid out a formula for fail-proof branding, but more written up a couple ideas to get the ball rolling. Good branding has just as much to do with your outward appearance as it does with your awareness of yourself as a business. If you don’t know who you are first, you will not be able to tell others who you are.
Ultimately, your “brand” is something that lies in your audience’s mind. As the adage goes, perception is reality. How people perceive you, IS your brand. See how SimplifyThis helps small business owners to project a professional brand with online appointment scheduling software. and online invoicing software.