Benefits of Branding for your Small Business
Branding is just as important for small businesses as it is for big names.
The benefits that a strategically defined brand can bring are the same as when people fall in love with each other. When customers connect emotively — because they share the same values and beliefs of a brand — it leads to higher sales and better brand differentiation.
Here are a few tips on how to successfully implement branding for your business.
Visual branding helps you build authenticity. Once you have your own brand logo, tag line and other visual content, nobody can take them away from you. They are all yours and they are part of your business identity. Visual branding also helps you prove your customers that you are authentic and original. Remember that most people will choose genuineness over beauty so make sure that the visual content you produce are all unique and exceptional.
When building your brand, think of it as a person.
Every one of us is an individual whose character is made up of beliefs, values and purposes that define who we are and who we connect with. Our personality determines how we behave in different situations, how we dress and what we say. Of course for people it’s intuitive and it’s rare that you even consider what your own character is, but when you’re building a brand it’s vital to have that understanding.
Consider what is driving your business.
What does it believe in, what is its purpose and who are its brand heroes. These things can help establish your emotive brand positioning and inform the identity and character for brand communications.
Always consider your branding when communicating with customers.
Don’t lose your pride or dilute your brand positioning with indiscriminate discounting. Try offering more, rather than slashing prices. Promotions are an opportunity to reinforce your brand mission.
Don’t try to mimic the look of chains or big brands.
Try and carve out your own distinctive identity. There is a big consumer trend towards independent establishments, and several chains are in fact trying to mimic an independent feel to capture some of that market.