For the small business owner just starting out in a very competitive market, building a business brand seems like a long-term goal. Right now, you’re busy just keeping track of inventory and trying to get your products out into the marketplace. If you want to be savvy entrepreneur, however, you will begin building your business brand from the first day you open the real and/or virtual doors of your business, because grabbing the gold ring of your market share and keeping it depend on the loyalty of your customers and your reputation in your industry.
It doesn’t make much difference if your business involves direct sales, provides a service, or brokers deals between manufacturers and retail merchants. A brand is equally important in all of these fields. It doesn’t matter whether you operate a restaurant, sell cars, or own a medical clinic. The brand you establish is an investment that will deliver such vital dividends as longevity and continued growth in your industry.
As you probably know, a brand is more than your company logo; it encompasses your whole business package. For example, when you think soup brands, you may think “Campbell’s.” You will picture the red and white label, the Campbell kids logo. But this name recognition is only partly what makes you want to buy Campbell’s Soup. You might associate the brand with comfort and home. You might remember the soup label campaigns in secondary school to raise money for schools. You think of the satisfying taste and smell of the soup. You know you can trust Campbell’s quality.
See how you can create this kind of recognition, positive association, comfort, and trust in establishing your business brand. Use the following outline as a guide in planning your long-term branding strategy:
1. When you choose a logo design, does it reflect your business style?
2. Do your marketing materials, including your website, inspire client confidence with professionally designed and written pages?
3. Do you have a clearly communicated, pro-customer service policy?
4. Have you prioritized service as a top focus for employees?
5. How should your business take part in the community, and thus establish a caring reputation?
6. How will your ensure that your company keeps apprised of your customer’s preferences and needs?
Above all, when working out a branding plan, keep in mind those qualities you most appreciate as a customer, and build those into your brand.