Why Branding Is Important For Small Businesses
Branding is the most effective way to separate your business from every other company, even if they compete directly for dollars. For small businesses, this is especially important. Let's look at three branding techniques to help you connect with customers and how they can help make them loyal.
What is Branding?
People have been putting their stamp or brand on their property for centuries. Branding for business is more than a logo, but the goal is the same; to leave your mark on your customers. Your brand is the look, feel, and core values of your product and what you represent as a business owner. The brand will influence how people see you, so it should be immediately identifiable in relation to the pain points you are trying to address.A 2021 study released by Razorfish and VICE media revealed that 82% of customers make purchase decisions with purpose in mind. That means your brand should have an obvious purpose, and the best way to do that is to develop a brand strategy.
Why Branding Is Important For Small Businesses
The Amazons, Targets, and Home Depots of the world are already visible to their customers. Small businesses tend to be local. But word of mouth can only get you so far. Making sure people recognize and trust you is the key to creating a loyal customer base.Your brand is how you do that. It shows your customers that they can trust your products or services. After all, 61% of consumers polled by AT&T in 2022 said they would rather support their community than shop at a big box store.
Three Branding Techniques For Small Businesses
Most small business owners may think branding is outside their budget. But you don't have to spend a lot of money to create a powerful brand. Focus on creating a unique connection with your customer using the three C's: character, clarity, and consistency.Identify Your Target Customer
Before you build your brand, figure out the character or persona you're trying to reach. Creating a persona instantly adds context to your messaging and helps you hone in on the brand itself. For example, if you are a roofing company or plumber, are you looking to connect with homeowners or commercial business owners? This doesn't mean you'll never address the other, but having a target customer allows you to drill down on messaging.
Create A Brand Identity
Now that you know who you want to target, it's time to identify a clear and distinct brand. Your brand identity should make a statement about who you are, how you can help the consumer, and something that would make you memorable or recognizable without hitting people over the head.
- Make a mission statement: Set your purpose for your product or services and how it relates to you in terms of customer service.
- Choose your visual elements : This is the fun part, where you may pick your color scheme, create a logo, and nail down a particular font.
- Build a brand guideline: Once you have the visual elements and mission statement, you want to ensure all of your employees are on board and understand how the brand relates to your product or services to offer guidance when they have questions.
- Identify brand associations: Be memorable! Use a person, place, item, or emotion to help your customers associate your product or service with their needs or wants.
Be Consistent With Your Brand
Once you have your brand identity, it should permeate every aspect of your small business. Whether you're creating a website , developing a creative print ad or email campaign , or just talking about your business, be consistent to help ensure clarity and prevent confusion. Plus, branding is more than just a one-and-done deal. It's important to be brand-focused no matter how long you've been in business.
Aletheia Can Help You Create Your Brand Experience
The experience you create for your customers is your brand. Your target customer makes their decision to buy in and be loyal once they know who you are, what you offer, and why you're different. Marketing is the step you take to get your message out to the masses. The right strategy can grow your brand, increase brand awareness, and bring in more dollars.
Aletheia Digital
can help! With decades of experience, our marketing team has the skills and know-how to increase your brand awareness across all digital platforms.
Contact us
to see how we can help you grow your small business.
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Aletheia Digital is a full-service digital marketing agency providing creative marketing solutions to home service providers and other business owners to help them grow their business. With office locations in Columbus, Georgia, and Wichita, Kansas, Aletheia Digital works with companies and contractors throughout the United States and Canada. Aletheia Digital offers products, services and consulting expertise in the realms of website design, paid digital advertising, search engine optimization, etc. to businesses looking to conquer the digital marketing landscape.
