A strong unique brand can differentiate your business from its competitors and allow your customers to identify with you in an engaging way. This creates loyalty, retention and a cost-effective base upon which to market your business moving forward. It is not just the big brands that can create and develop their brand. When building an effective brand you need to address the following thoughts to ensure it best represents the business.
Be innovative, bold and daring. Make sure there is confidence in your brand design as that portrays confidence in your product. Bigger brands are not able to be as flexible, the many layers of decision makers can make it difficult for them to be as daring with their branding.
Being a small business is fine, you don’t have to mimic the look of chains and bigger brands. Individual branding allows you to carve out your own distinctive identity. There is always a customer who is looking for something more original and authentic. Make a brand that your customer can connect to.
Be consistent, your brand should always speak to the customer with a consistent tone of voice. This helps to reinforce your businesses character and, projects a professionalism where customers know what to expect from the product or service.
Perhaps the most important point is to define your brand. Before you can build your brand you need to know your brand. Annalise the product or service you offer, pinpoint the gap in the market and research the emotive and rational needs and concerns of your customers. Your brand should always promote your business, connect with your customer base and be different from others in the market.
If you would like to chat with us about building an effective brand for your business, contact us or call 0161 639 0225.