Branding Your Business
by Warren
(NY)
Branding relates to the image that your customer/visitor have of your business. Despite what some may think, branding is more than just your business' logo or slogan. Branding includes your business' purpose, its focus and all the related images used to create your brand.
Ever watch The Apprentice, with Donald Trump? If you have then I am sure that you have noticed, on several occasions, the emphasis on branding.
Why is branding so important? Why should we make this investment? The following are just a few of the benefits:
1. Recognition - Most companies with generic names are easily forgotten. Generic names tend to detract from a company's purpose and business focus. Branding on the other hand tends to help with and or ensure that your customers are familiar with your company/service.
Most consumers are willing to pay for image. They are willing to pay the higher price for brand name products.
2. Customer Loyalty - As strange as it may sound, people tend to build close bonds with brands. Your business must have an identity that customers can cling to. If you can deliver great products, great services and you have a great brand identity, people will remember you. More importantly, they will also refer you to family and friends.
Here are a few suggestions to help you get started with branding:
1. Develop a mission statement and a branding statement.
In terms of the mission, yes you want to be profitable but profititability should be the byproduct of a successful business. Concentrate on how your customers view your business, your website. Place yourself in your customer's position. Ask your self, what you would like to see in a similar company.
Core values are important; identify what your business is, and what it is not.
In terms of your branding statement, think of it as how you differentiate youself from your competitors.
2. You want to be known for your niche specific expertise. Consider writing, speaking or teaching.
3. Active participating on other related blogs and forums definitely helps build brand. Just make sure that your contributions are value added.
4. Consider participating/sponsoring local charitable efforts; it helps to create product awareness.
5. Periodically write and issue press releases, both to the media and on your website.
Now obviously this is a small list, but with all the other things that you need to do getting your business up and running, it provides something to start thinking about.
