Every business owner at some or the other time feels that they need more business and there can be no business without sales. You have to pay your employees and pay your bills and you also want your business to experience a certain level of growth. And so it follows that every business owner also constantly looks for ways and means to make more sales. And the internet is choc-a-bloc with ideas, tips and pointers on how to increase sales. However, if you want to get serious about marketing, you need to first start talking about branding.
The importance of branding
In order to tell all your customers what your business offers and the experience they can expect during their interactions with your company, you first have to be able to define it; branding in a small business is important on various levels:
- Brand commitment is much more than listing your services; it's more of a promise to your customers. That's what distinguishes you from your rivals and catalyses decision-making at various levels.
- It helps you maintain focus on your customers
- Gives you a competitive edge
- Creates customer loyalty
- When you stay true to your branding, you are able to create lifetime customers and increase sales.
- This is also how your attempts to increase your revenue eventually alter your overall business. People want to do business with companies they trust and don't to constantly feel like they are being hard-sold something.
If you think that memorable and bold branding is something that only big companies with large budgets have access to, think again. Regardless of what your industry is, it's possible for you to build a brand that catches the attention of your clients and resonates with them. This is how you can do it:
#1 Clarify what your company's purpose is
In order for your brand to be meaningful, it has to connect with every fibre of your company and should reflect how you started your company and how you think your company provides value to its customers.
#2 Ensure your employees are on the same page
Along with clarifying what your purpose is, you also need to ensure that all your staff members understand that purpose and know why and how to communicate your company's purpose with all the customers. In simple words, you need to have employees that share your value and help infuse branding into everything you do.
#3 Enlist all your customers
Just as its crucial for you and your staff to know your purpose, it's equally important that your customers know your purpose as well. Your client needs to be aware that they aren't just buying your services or goods; you need to enlist them into your company's brand building efforts as well. Successful branding is about making your customer's aware of what makes you worthwhile and unique.
#4 Hire a marketing professional
There are times when we feel that we are able to do it all. But regardless of how talented and creative you are, it's important to hire a professional in areas that aren't your strong point. For instance, if you are trying to handle marketing by yourself even when it isn't your thing, it's far better to hire the services of an agency or a consultant to help you create and build your brand. A professional will be able to help you avoid wasting money on tactics that aren't effective.
Your branding is far more than just your company's name and a slogan. It's an expression of your quality, your values, and your unique vision.
About the Author
Ben Fewtrell is a sought-after Business Coach, Keynote Speaker and trainer who has featured in Virgin’s Inflight Magazine and Entertainment Portal, SKY Business and “Secrets of Top Business Builders Exposed”. He is also the host of the popular Business Brain Food Podcast where he interviews leading experts on anything and everything business.