When it comes to your business, your brand is key to building a loyal customer base and differentiating your products. Although brand marketing and strategy are essential parts of the success puzzle, it’s also things that small business owners tend to find the hardest to fit in their day-to-day duties.
Sound familiar? If so, you’re in good company. In honor of making your brand marketing efforts a little bit easier, we’ve compiled some helpful tips:
- Be You. This may seem obvious, but somewhere between market competition and striving to be successful, small businesses can lose their unique identities. Be mindful of the attributes that make your company special, and embrace and communicate the personality and values of your business. Know your competitive advantage, and use it to build your brand. Understand what sets you apart from The Other Guy, and incorporate it into your messaging.
- Cast a Wide Net, but Stay Consistent. Brand marketing is a cumulative effect of every interaction you have with your customers. This means that every time you touch someone, you’re leaving an impression of your brand on them. To continue to grow your sales funnel, you may need to reach far and wide, but it’s important to maintain consistency so you don’t cause confusion with your consumers. All of your web content, images, marketing collateral, social media posts, and promo products should be aligned with your company’s identity and unique values.
- Socialize. You need to establish yourself as an authority in your industry in order to gain the trust of your consumers. Build your brand on social media by interacting with your followers, and offer tidbits and tricks that can make their lives a little easier where your industry is concerned. When people see you as a trusted resource, they’re more likely to come to you when they’re ready to purchase products and services. Plus, reliable, helpful information and an occasional discount or free tip is more likely to be shared among your followers’ networks, allowing you to gain more exposure.
- Invest in Great Branding. Your logo, website, and business cards are foundational to your branding and aren’t places where you should skimp on the budget. Invest in professional companies who help build brands for a living, and you’ll put a better foot forward.
Great brand marketing is all-encompassing. From engaging social media to business cards, it’s all about staying true to who you are as a business.