When you’re running a small business, your brand is everything. It is important to develop your company’s unique selling proposition to differentiate your product and services from your competitors.
Making a recognizable brand is a big part of business. And it often begins with your company’s visual identity, also known as your organization’s logo. It also includes a creative tagline or slogan to build an emotional connection with customers.
Having a brand that your potential customers can identify with is going to lead to better sales, as well as a better reputation. Allen Marketing Communications, Inc., a NYC boutique travel and lifestyle public relations agency, presents the following guide that explains why branding is important, how you can help your brand reach your target market, and what you can do to start building your brand today!
What is Branding? Why is it Important?
Branding, quite simply, is a holistic approach to develop a company’s brand DNA from the new logos and taglines to brand guidelines, to the brand vision and to recommendations on how employees should conduct business on your company’s behalf.
It’s all about the way you present your business, services, or products. The way you position your business ultimately defines how it’s going to be perceived, and how successful it is.
To be successful with developing a unique identity for your small business, business owners should undertake research to get a pulse for the marketplace and then develop a strategy to make your business breakthrough in your respective industry.
That’s exactly why branding is important. If you don’t brand your business well, then you won’t be able to set yourself apart from your competitors.
In a competitive market, that’s one of the most important things you can do! Great branding is going to show your customers what you’re all about. It’s also going to give you a sense of purpose and direction. When your business stands for something, you can make decisions that reflect that.
Branding and Customers - Reaching Your Target Market
Branding also affects your relationship with your customers. First, let’s talk about how branding affects the consumer experience. When you have a strong brand, you become more appealing to people looking for what your brand is producing. Customers begin to understand what to expect from your products, and as a result, your business.
Now, when you build a strong brand, you also do yourself a favor in the long run. A strong brand is going to help you define your target market, as well as reach it. When your business is catering to the people who believe in your brand, more like-minded customers are going to gain interest as well. Branding improves marketing both internally and externally. Knowing who you’re appealing to can shape ads and marketing, and growing your customer base increases word-of-mouth.
How You Can Start Building Your Brand
When you want to start building your brand, there are a number of different approaches you can take. Learn more about brand-building strategies below!
Hit the Books - Get a Business Degree
If you’re serious about building your brand, you should start with the building blocks, so to speak. Going back to school to get a business degree is going to teach you the skills necessary to build a strong brand.
Thankfully, going to school is easier than ever! Accredited online programs can help you get your degree while working full-time or taking care of your family. Find a program that’s accredited, and one that offers competitive tuition rates.
Do Some Brand Building DIY Projects
Some brand-building projects can be done on a DIY basis. Some are as simple as making thematic elements for your business. Others are a bit more nuanced, requiring that you do some deep diving to find your business’s purpose. Building your brand can be done, to an extent, on your own.
Hire a Pro and Build Your Brand Together
If you’re having trouble building your brand on your own, there’s no shame in hiring a professional to help! Building a brand can be a daunting task. When you’re looking to create a new target market for your brand, or extend your brand’s reach, a pro can help you with all of the steps you’ll need to take.
Allen Marketing Communications, Inc. has a talented team of branding experts to help small business and Fortune 500 companies develop a unique value proposition. Our process is based on solid research – quantitative and qualitative research – to test the messages and visual identity to ensure it resonates with your target audience.
It is very important to copyright your logo, as well as slogan or tagline. It is also important to integrate slogans and logos in all communication materials to build brand awareness and create an emotional connection with customers.
Our team is here to help. Give us a call.
Tina Martin at Idea Inspired