Developing a strong brand is of the utmost importance. Without a strong image, you will have trouble sticking in your target market’s minds and hearts. It doesn’t matter what industry you are in, or how valuable your product is. Without a strong brand, people won’t even remember what you have to sell. Fortunately, there is much even a small business can do to become memorable. Here are seven ways your company can become a part of your target market’s lives:
1_ Figure Out What You Want Your Brand to Be
If you want your brand to be successful, you need a clear vision of what you want it to represent. You need to figure out what kind of emotion or thought comes up when your customer considers your company and product. From that understanding, you can figure out how to shape your brand.
2_ Think About Your Small Business’s Core
Before the product, there is the idea of changing the world for the better. The product and how it solves a consumer’s problems are just the expression of that idea. Thinking about your company’s “moral core” may seem like a high-minded and vague approach, but that is where you need to begin crafting a brand. That core will help you decide where the lines are for your brand, and how you will ultimately present yourself as a business.
3_ Build a Brand that Lasts
Brands are not shifting concepts. Once you build a brand, prepare to stick by it. A continually changing brand is confusing and will have trouble gaining traction in your target market. Think long term, and whether or not the emotions and thoughts your brand seeks to create are viable and sustainable.
4_ Ensure That the Brand’s Voice is Consistent
Clarity is essential when it comes to developing a brand, and nothing can muddle clarity faster than an inconsistent tone of voice. If you want your brand to be professional, stick to that tone at all times. If you are casual, stick to that.
5_ Have Your Own Unique Look
There is power in imitation, but not when it comes to brands. Brands are supposed to help you stand out, and imitating an existing company will only drive you into obscurity. It may be creatively challenging to decide what your brand’s final identity will be, but it is well worth the effort. Not putting in the hours to craft a look that uniquely represents your small business will doom your brand before it gets off the ground.
6_ Stand for a Cause
Gone are the days where a brand can simply stand for the product and the company. Modern consumers are much more discerning and want a company that not just provides them with the offerings they desire, but represents a virtue or change in the world that the customer agrees with. Choose a cause important to both you and your customers, and run with it.
7_ Avoid Stamping Your Logo on Everything
Sometimes the best move you can take is to make fewer moves. In the case of branding, stamping your logo on every item possible can make your brand feel obnoxious. Stick to essential items, such as your products, and even then, minimize their presence. Focus on presenting value to the audience. They will associate the value your product gives with your brand and logo themselves.
Building your brand as a small business will be a massive undertaking, but the value it represents makes it worth the effort. If you are ever at a loss about how to further refine your small business’s brand, think about your company and what you want it to represent to your audience. Or if this is all too overwhelming and you prefer to have professional help, please contact us by answering a few questions and contacting us.