Everywhere you look, from brick-and-mortar stores to the Internet, you’re constantly bombarded with advertisements, logos, and messaging in effort to get your attention and earn your business. For most business, including small business, building brand awareness can’t be accidental – it has to be intentional. There is tremendous value in supporting a product or service by not only offering a valuable commodity, but also by attaching that commodity to a recognizable, and ultimately business-supporting, string of thoroughlydeveloped and easily-identifiable marketing practices.
Small businesses in particular should be aware of how building a strong brand around their
company can impact their sales in the short- and long-term. However, finding the right way
to build your brand into something consumers not only identify with, but flock to, can feel
like a daunting process. For this reason, we want to reach out to small business owners with
a few tips on how to effectively construct a brand from the ground up, and begin to establish
a place in their industry.
company can impact their sales in the short- and long-term. However, finding the right way
to build your brand into something consumers not only identify with, but flock to, can feel
like a daunting process. For this reason, we want to reach out to small business owners with
a few tips on how to effectively construct a brand from the ground up, and begin to establish
a place in their industry.
Research the Rest
Take a moment to think of all the brands you’re currently familiar with. Now, think further
about the brands relevant to your own business – those already in the same field your company
will be competing with for customers. Many of the large players in your industry have likely
been part of this niche for a long time. Yet, there are always new brands inserting themselves
into the mainstream – so what about these particular brands that stands out to you? Do they
have a distinct and noticeable logo united with a strong tagline? Is the “voice” of their brand
messaging on point with what consumers are looking for in your business category?
about the brands relevant to your own business – those already in the same field your company
will be competing with for customers. Many of the large players in your industry have likely
been part of this niche for a long time. Yet, there are always new brands inserting themselves
into the mainstream – so what about these particular brands that stands out to you? Do they
have a distinct and noticeable logo united with a strong tagline? Is the “voice” of their brand
messaging on point with what consumers are looking for in your business category?
Far and away, most companies spend a great deal of time putting together a solid marketing
and branding plan from the beginning. Why? Because they don’t want to wait until after their
product or service is launched to begin thinking about how to differentiate themselves among
their competitors, what they want consumers to experience upon visiting their store or website,
or be tinkering around with several different logo designs when they should instead be focusing
on growing their business.
and branding plan from the beginning. Why? Because they don’t want to wait until after their
product or service is launched to begin thinking about how to differentiate themselves among
their competitors, what they want consumers to experience upon visiting their store or website,
or be tinkering around with several different logo designs when they should instead be focusing
on growing their business.
Yet, even if you’re already established as a business, you can always get a fresh start on your
brand. First, start by researching what elements have helped larger companies build their
presence in consumer’s minds; second, look into the core messaging of the strongest brands
in your field of expertise and see what’s working for them; and third, brainstorm ideas on your
own company’s identity and guidelines in order to build a solid brand.
brand. First, start by researching what elements have helped larger companies build their
presence in consumer’s minds; second, look into the core messaging of the strongest brands
in your field of expertise and see what’s working for them; and third, brainstorm ideas on your
own company’s identity and guidelines in order to build a solid brand.
Get Social
Once you’ve established your brand elements, and sculpted your logo and messaging into a
fine piece of marketing art, it’s time to hit the ground running with your new campaign. With
so much of business making its way to the internet, there is no time to waste dillydallying
when it comes to building out your online profile. Let’s face it – Google loves brands. Therefore,
you as a small business owner should spend a day (or however long it takes) opening up social
media accounts, updating your website, and tastefully inserting your brand into every nook and
cranny of the internet. This will not only give your customers somewhere to gather for insight,
tips and up-to-date information your company, it will serve your business by pushing you up the
search engine rankings towards page one – which is where you’ll ultimately want to be. And stay.
fine piece of marketing art, it’s time to hit the ground running with your new campaign. With
so much of business making its way to the internet, there is no time to waste dillydallying
when it comes to building out your online profile. Let’s face it – Google loves brands. Therefore,
you as a small business owner should spend a day (or however long it takes) opening up social
media accounts, updating your website, and tastefully inserting your brand into every nook and
cranny of the internet. This will not only give your customers somewhere to gather for insight,
tips and up-to-date information your company, it will serve your business by pushing you up the
search engine rankings towards page one – which is where you’ll ultimately want to be. And stay.
There are other sites outside of traditional social media platforms – Facebook, Twitter, LinkedIn,
etc. – to push your small business’ branding onto the web, but neglecting the big players may
mean you are shortchanging the reach of your marketing efforts. Also, make sure after you’ve
created these outlets, you keep them constantly updated with new product or service offerings,
as well as taking the time to speak directly to your customers on their concerns and personal
victories regarding your company.
etc. – to push your small business’ branding onto the web, but neglecting the big players may
mean you are shortchanging the reach of your marketing efforts. Also, make sure after you’ve
created these outlets, you keep them constantly updated with new product or service offerings,
as well as taking the time to speak directly to your customers on their concerns and personal
victories regarding your company.
Tell Your Story
Now that you’ve got your brand pretty well disseminated all over the web, it’s crucial to keep
the storyline going beyond social media interaction and the continual fine-tuning of your brand messaging. Demonstrate your company’s brand by offering your customers something beyond
the sometimes forgettable marketing ploys that initially enticed them to your organization.
the storyline going beyond social media interaction and the continual fine-tuning of your brand messaging. Demonstrate your company’s brand by offering your customers something beyond
the sometimes forgettable marketing ploys that initially enticed them to your organization.
One way to do this is by starting a blog on your site where you can write about topics that relate
to your company, even if they are only mildly relevant, because even topics outside of your expertise
are still of interest to your audience. This blog is an example. We help small business owners with
investing and consulting, but we also want to establish ourselves as authorities in the whole category,
which means our blog posts don’t exclusively focus on one or two subjects – we make sure to cover
everything of interest to business owners, large and small.
to your company, even if they are only mildly relevant, because even topics outside of your expertise
are still of interest to your audience. This blog is an example. We help small business owners with
investing and consulting, but we also want to establish ourselves as authorities in the whole category,
which means our blog posts don’t exclusively focus on one or two subjects – we make sure to cover
everything of interest to business owners, large and small.
Aside from a blog, you can also spend some time crafting interesting tidbits about your products and
services, both by telling your company’s story in a well-written “About Me” page, and by sharing
reviews from customers from around the web. However, make certain that no matter where you
center your efforts, you are thinking about how it will impact your brand and what impression it will
leave on new visitors to your site – then you’ll really be a star player in the game of branding your
business.
services, both by telling your company’s story in a well-written “About Me” page, and by sharing
reviews from customers from around the web. However, make certain that no matter where you
center your efforts, you are thinking about how it will impact your brand and what impression it will
leave on new visitors to your site – then you’ll really be a star player in the game of branding your
business.
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