DO YOU KNOW that your Brand is one of your business’s most valuable assets, and it creates the most impact on your bottom line?
Over 90% of small-business owners believe that having a unique
brand differentiates them from the competition, and half of them reports that branding is critical to attract new businesses.
Here are four steps on how business owners can build a successful brand.
DEFINE HOW YOU WANT TO BE PERCEIVED — When your customers have finished using your product or services, how do you want them to describe their experience? — Great, Delicious, Unbeatable? See your brand as your promise to your customers that’s different from your competitors, then organize your business based on this perception and communicating this promise.
ORGANIZE YOUR BUSINESS — Keeping the promise that sets you apart from your competitors implies that you’re doing something more than what they’re doing.
COMMUNICATE YOUR BRAND PROMISE — All your marketing material – from the colors of your logo to your website text must be developed as a function of this promise. At this stage, your brand becomes central to your advertising campaigns. What’s more, they will be even more effective since
you’ll have a clear message to convey.
BE CONSISTENT — The idea here is to develop trust. Your customers must no longer see your brand as a promise but as a reality. Consistency is often the hardest part, but the one with the greatest rewards. For example, Apple is recognized for making products that are both elegant and innovative. It cannot afford to launch a new phone that’s unattractive or a new tablet that’s technologically behind, because that would mean breaking the promise it has made to its customers.
By applying the strategies above, once successful, you would be able to increase your sales and prices gradually.