A brand is defined as a name, term, sign, symbol or design that is used to identify the goods and/or services of a seller. Simply put, your brand is what differentiates your business from the rest. A business’ brand exists in every single interaction with their customers including their marketing materials, shared images, and their online presence including posts on social media websites. A strong brand is able to successfully communicate what a company does and how it does it, while establishing trust and credibility.
Developing a strong brand involves commitment and a high level of marketing knowledge and experience. In order to create a professional brand that accurately portrays your business to your intended audience you must start with a strong foundation. Creating a strong brand involves:
- Focusing on what makes your business unique
If you want your brand to stand head and shoulders above the rest, it should focus on what makes your business unique. A professional brand tells a story and relays what sets your business apart from others in your industry.
- Growing your community both online and offline
Successful companies understand that if people trust a brand’s community, they will extend their trust to the brand itself. In our modern world, businesses both large and small have many opportunities to build both online and offline communities. Online communities include Twitter and Facebook and professionally maintained blogs.
- Building exceptional products and services
Even the strongest brand suffers when they deliver average or below average products or services.
- Having a good name and a strong logo
A strong brand is easily recognizable. A strong logo reflects your company, builds trust and helps pull your brand together.
- Clear communication with potential clients
Your company’s voice is the language and personality used to deliver your branding message and reach your customers. What you say is just as important as how you say it.
- Staying consistent
A common mistake made by many small businesses is to change their messaging based on their audience. This type of inconsistency will only confuse your customers. Always stay consistent when presenting your brand.
- Proving you stand for something
Strong brands typically stand for or against something in order to connect emotionally with their customers.
- Keeping your promises
Happy customers are your best source of referrals. Failing to keep your promises is the quickest way to tarnish your brand.
- Empowering your customers
Nurturing relationships with your customers will ensure that they share your ideas and your brand with their own networks. When a company helps its customers succeed, those customers will help the company’s brand succeed.
- Delivering value
Value doesn’t necessarily mean having the lowest price. It might also mean operational excellence, product leadership or excellent customer service.
Alter Impact has helped hundreds of small businesses create a successful brand. For more information, please contact us today.