Many businesses make the mistake of overlooking branding efforts because they think of themselves as a business and not a brand. They think brands are the big fish in the pond with huge budgets and national recognition. Resigned to their supposed small-fish status, small businesses do little more than come up with a fun logo and some flashy business cards.
But it doesn’t matter whether you have a small business or a corporate company, branding is very crucial for everyone. Branding gives your product or services an identity. Branding generates new revenue, it helps you to earn a reputation, get referral or word-of-mouth business that ultimately converts into a business.
Here are 5 reasons why branding is important for your small business.
1. Branding Creates Trust
2. Branding Improves Recognition
While your logo should not be the be-all-end-all of your branding efforts, you should still put the time and effort into coming up with a professionally-designed, memorable logo. Not only should your logo be memorable, it should give the desired impression of your company. When people see your logo, they should instantly think and feel what you want them to think and feel.
3. Branding Supports Your Marketing Efforts
Marketing is an important item of your brand. The mediums and channels chosen as well as the demographic targeted helps to build your brand. You want to implement your brand into your workplace culture, social media profiles, website design, customer interactions, and community outreach.
4. Branding Motivates Employees
Anyone can hire employees, but only a strong brand can hire motivated employees that are inspired to carry your vision and mission forward. When your brand feels pride, your employees do as well. Having a strong brand is essential for employee morale and productivity.
5. Branding Adds Value
Branding is one of the best ways to get referral or word-of-mouth business. And again, this is why it’s important that your logo, marketing, and reputation work cohesively to form an indelible impression on consumer minds.
What Makes a Brand?
Now that you know why it’s important to develop a solid branding strategy, here are a few ways you can do it:
1. Always Have Your Customer in Mind
Your brand must align itself with your customers’ needs and wants. When starting any branding campaign, always have your customer in mind.
2. Create Messaging That Illustrates Your Value
You’ve got to create a direct and simple message of WHY your brand should matter to your customer. Most consumers don’t have the time or inclination to figure this out on your behalf. Your brand must create a story that answers the question, “why you?”
3. Use Emotion
If you give consumers a reason to care and feel something about your brand, they have a reason to buy. Most people make purchasing decisions based on emotions not logic, so create an emotion in your prospects every time they see your brand.
No matter what size they are, the most successful businesses are the ones that have established themselves as a leader in their industry by creating a strong brand. And, when these businesses focus on building valuable customer experiences, they easily transform customers into brand ambassadors.
