5 steps to solving your small business problems with branding
On a daily basis I hear small business talk about how tough it is to get their products and services seen by the right people, lack of sales, increased competition and everyone is doing the same thing, which causes mindfreeze , when it comes to marketing.
The big question is why are these problems so common? Could it be because small business owners see themselves as competing with other businesses rather than seeing themselves as a the competition?
Small business owners know that they have to stand out, offer a valuable service, but there is ‘that something’ that gets lost in translation, which is the connection between the business and the consumer. So how do brands like Apple get this ‘something’ right and what is this ‘something’ this something is ‘creating difference’.
Before we get into, the 5 steps to solving your small business problems with branding, let’s first consider what brands are.
Brands connect emotionally with their target audience, they develop lasting relationships, their aim is to become irreplaceable and will do whatever it takes to create difference . Making them ‘the only choice’
Here are 5 steps to solving your business problems with branding
1: Deliver a clear message:
Communicating your brands message is not as easy as it sounds, you have to consider two things, what is being communicated and how it’s delivered, firstly let’s consider what is being communicated. Your message is what is important to your customers it’s not your brands features and benefits. Your brand message must connect with the values of your target audience; think in terms of what’s important to them. When you know what’s important to your customer’s, then you messaging with speak directly to them and that is how connection takes place. If you’re not quite sure what your audience values, you can simply ask them, by taking a poll or a short survey. How you communicate your message, is dependent on who you would like to attract. Having a clear brand message puts your customer at ease, because they always know what to expect from your brand.
2: Position your brand
Brand positioning is where you want your brand to be, but not geographically. The aim of your brand is to be in the hearts and minds of your target audience, so that they choose you over your competition. Your brand will have a completely distinct position, in what is does, what is it and how it does it. That being said you must know who and where your competitors are, so that your position is very clear and different. Image also plays a big part here, how do you want your brand to be perceived, is your brand luxury, inexpensive, premium?
3: Be credible
Consumers buy from brands that they trust. The value they place on the brand is determined by how they perceive the brand to be. Brands continually strive to satisfy their customers and exceed expectations which build brand credibility and influences buying decisions.
3: Connect with your target audience emotionally
Start to think of your brand as a who instead of a what, with behaviours, feelings, and perception of the world around you. There Brands are about meaning they tell engaging stories; they have a deep understanding of human truth and needs. Connecting emotionally with your target audience is the essence of a strong brand and produces an emotional response.
4: Reassure the buyer
Buying is an emotional decision, consumers buy from who they like, know and trust. Branding puts customers at ease, they feel reassured that they have made the right choice.
5: Creates customer Loyalty
You will inevitably create customer loyalty, when you anticipate what customers want. Continual communication and being consistent in all 5 steps
Start to think of how you can connect with your customers emotionally, how they can make you a part of their story,