Branding for small businesses – and why you need it
Posted on 3rd April 2023
Branding is something many small business owners believe they should do, but often don’t know how to do it.
When you start a new business you’ll probably focus on attracting new customers. Looking ahead to a long-term branding strategy might not seem important. However, you’ll want to make sure your business is memorable and successful.
While the idea of developing a branding strategy might sound daunting, it’s really all about you and how you make a difference. The key is to consistently share this information in a way that will catch customers’ attention. There’s growing evidence that customers want to buy from businesses that share their values. Here are some branding activities you can use:
Nine out of 10 people are more likely to trust a recommended brand. Teaming up with industry experts and people who are well known locally is a good approach. Their opinions are influential with your customers so you can raise awareness and gain more visibility.
Sharing video content
Customers like to watch videos. They can introduce your brand, launch new products, features, or services, and show your customers what you’re really like. Adding product videos to your ecommerce website can increase conversion rates by up to 80%. Video can deliver information about your brand clearly and will help people remember the products or services you provide.
Making emotional connections
Appealing to your customers’ emotions is a good way to create lasting connections. To do this effectively you’ll need to have positive emotions about your brand. People will enjoy sharing your enthusiasm and your brand will be more memorable. Sharing the story of how and why you started your business is a good place to start. The best way to create a personal connection is face to face. Attending events and volunteering to speak at seminars will provide good foundations for your brand.
Many business owners think their brand is their logo. In fact, it’s the other way around. Your logo represents what you and your business are like, so create it with these things in mind. While many businesses rebrand throughout their history you can expect to live with your logo for a long time. It must create the right impression for the right reasons. Make sure you’re proud to see your logo on everything from stationery and workwear to products and promotions.
Creating a social media presence
A lot of people use social media to share images of their family, their pets or their food. If you don’t already do this you will want to think carefully about whether business social media pages are for you. Social media is a good way to reach new customers but your pages must look professional. You’ll need to regularly post high quality, relevant and business focussed content (not your lunch, unless you’re a caterer). You’re also making a commitment to engage with people who respond.
If you decide it’s a good option for you, don’t try to use every channel. Consider which social media channels your customers are likely to use. As a business owner, you might also want to create a LinkedIn page for professional credibility. There are useful free tools to help you manage your social media posts that can save you time and effort.
One of the best ways to make sure your branding is effective is to provide outstanding customer service. Make sure you’re confident your customers’ experiences are consistently excellent everywhere your logo appears. Regularly speaking with your customers will confirm this is happening in reality.
Share your brand in print
You can use some or all of these approaches to build your branding strategy. Printed advertising is a cost effective and memorable way to share your brand. We are happy to discuss how advertising in Pulse magazine can become part of your branding plans. We can also deliver your branded leaflets straight to your customers’ doors.
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