You have started your business, but have you started your brand? Many small businesses overlook branding because they tend to think of themselves as a business and not a brand, but that thought couldn’t be further from the truth! Branding is what gives your business a voice, which translates across your marketing efforts and media that you choose to use. More importantly, it differentiates you from your competitors. You may not think of it this way, but everything from your logo to the way you market yourself, and even to your customer service, is branding. Think of it this way: your brand defines you.
Why might you need to brand your business? Branding helps you to deliver your business message clearly, helps show your business is credible and trustworthy, and builds an emotional connection with your customers while helping them feel loyalty towards you and your business.
Branding is important to create trust with customers and give your business (brand) some recognition. People want to do business with brands they trust and building recognition as an industry expert will help build that trust. Promoting your brand consistently, like always using your logo and the same colors and voice in your marketing, will help people recognize your brand and help customers feel comfortable when purchasing from you.
When customers trust your brand, it boosts your sales – customers buy from brands they are familiar with. Build relationships with them through branding by using consistent messaging that shows you care about them and their needs. This can translate to employees as well. Job seekers that know your brand and (I keep saying this, but it’s true!) trust it will be more likely to want to work and advocate for you and your business. Employees that believe in your business can be your biggest advocates! They are motivated and driven to work for you when they take pride in what they do.
Branding also supports your marketing efforts. Your target audience, as well as the marketing channels and media you choose to market to them, help build your brand. By delivering your message where they spend their time at the moment they are most likely to see it, you are demonstrating that you know their audience and anticipate their needs.
Your business is your brand, and your brand is your business. Through your brand, you can let your community know what is important to you and build trust among your customers and employees by reflecting these values in your messaging.