As a business owner, you probably already know that having a distinguished (and distinguishable) brand is essential. You want people to recognize who you are, what you do, and to ultimately love and trust your products or services. Before you can do that, however, you will need a brand. Branding is the key to creating a successful advertising campaign. It also helps people familiarize themselves with your company. Effective branding makes you stand out and should help do a lot of the selling for you. As a small business owner or a burgeoning entrepreneur, there are some things you’ll need to consider when creating your brand and promoting it.
Set Yourself Apart From the Competition
Giving your business a personality is key. The same goes for your products and services. Individuality is essential, especially if you want to find a way to differentiate yourself from others who are providing similar things.
There are several ways that you can achieve this. Creating a business name and logo that is unique, appropriate and relatable can be really useful. This is often how potential customers will initially learn about you and what you do, so it helps to make a good first impression.
You can further your branding strategy by implementing it into your packaging and into your website. Having a website makes it easier for potential customers to find you and find out about you through web searches. Making sure that you are listed in online (or even print) directories is also helpful.
Take to Social Media
You can flesh out the personality of your business by going to social media. Certain sites may be more conducive to your needs depending on what you do, but having a web presence is indispensable these days. You already have a website, but blogging and posting to social media can help you generate leads by fleshing out and filling in your homepage. Having a basic website that simply lists your services and your location is certainly helpful for potential (and steady) customers, but a static site may not be as enticing as one with constantly changing and informative content.
Have a Strong Physical Presence, Too
Even though having an established digital presence is growing in importance, it should not diminish the need for a strong physical presence either. Your office or storefront should be just as engaging and unique, but make sure that it speaks to your company’s values and ideals as well. Going over the top may not be appropriate for every sort of business, so you will need to be conservative yet not afraid to take risks.
Having a strong physical presence also means having well-placed advertisements wherever possible. You can even help by attending certain events or fairs. Having employees represent the company in person can give it personality and will allow people to physically interact with you as well.
Engage with Customers
There are so many ways in which you can actively communicate with those that you provide services to. This isn’t just limited to having an open comments section or featuring a suggestion box on your counter; engaging with customers and clients can be had in a variety of spaces and mediums. Hold a contest to get more people interested and involved. Promote a hashtag on your social media sites to get a conversation going or potentially start a trend. Ask your customers to take photos of themselves with your products and encourage them to post it to their own social media pages or share your posts and products for a chance to win something for free or at a discounted price.
Convince Your Customers (and the Competition) that You’re Here to Stay
Staying power is essential for businesses. Business owners obviously want to stay in business, but people like buying brands that they know will stick around for a while. Keeping up with the latest trends is a great way to do this, but it also helps to take it slow. You don’t want your business to change so much that it’s hardly recognizable every few months. You want to retain your brand personality as you adapt to new tools, new technologies and new trends.