Branding: What Your Business Says to the World

Quick: sum up your business in ten words or less. Harder than it seems, eh? This is why, as a small business owner, branding should always be at the forefront of your mind. An entrepreneur is used to wearing many hats (just ask Tya!), not the least important of which is that of marketer. You’re always selling your business. That’s why it’s crucial to have a clear, concise message repeated throughout your website, social media, e-messaging, and every other way you reach out to your customer base.

 

Branding should make your business memorable. For example, when you think of Apple, what pops into your head? Regardless of your opinion of their products, you probably think of small, sleek, clean designs, silver and white layouts, and a little gray apple with a bite taken out of it. That’s branding at the big boys’ table. Despite running a decidedly smaller business (hey, we can’t all be Apple), your approach should be no different.

 

So where to begin? Identify your key customer base and get into their hands. What interests them? What information can you provide them that nobody else can? In lieu of brand new ideas, how can you deliver familiar information in a fresh, original way? Above all, what can you do to ensure that your customers, both the returning and brand new kind, will remember you and want to re-enlist your services in the future?

 

A few key points to consider when building up your brand:

 

Upon first seeing your website, could a potential customer quickly and accurately identify what services you provide or what kind of product you sell? This is more than a simple bullet list of things you offer, but more of the idea or emotion behind those products or services.

 

Will your customer be able to remember you after visiting your website or reading your email? Your business should be about one thing, even if it offers a thousand and one services. Try to identify that one thing and approach your tag-lines, blog posts, and social media content accordingly.

 

Do you regularly and consistently create new content to keep your customer base coming back? Remaining relevant is the name of the game. You should always provide new and relevant information to your customers. There is a fine line between providing content and spamming; make absolutely sure you know the difference. Like it or not, social media and blogging are here to stay, and if you’re not making new content, your Google ranking will suffer, which in this new internet-driven economy is an anathema to any business.

 

Your brand effectively is your company, which is an extension of you. Keeping a tight focus on what your brand is and what it says to your customers is critical to a successful business. If you feel like your brand could use a shot in the arm, we’re always just an email or phone call away.

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