Do I need branding?
You care about your reputation, right?
Why do I need to build a brand?
Maybe we should change the wording around? If you were to replace the word “branding” with “reputation” I might get your attention. You care about your reputation, right? Well branding is all about the impression you make. If you want to succeed, that impression has two jobs to do – it should tell your target audience what is special about your business or service and it should show your business in a positive light.
Of course, many new & small businesses make a good impression most of the time without ever giving a thought to their brand. But think how much more successful you would be if you gave a good impression all of the time. What I am saying is that you need think about the impression you want to make with – your brand – and actively take steps towards achieving those goals!
There are two parts to this process. Firstly, you have to decide what you stand for – what your Unique Selling Propositions are, who you are targeting (Your core audience) and how you want to position yourself. Then you need to make sure that all aspects of your business are in line with this. It’s about applying your values to everything you do, clearly and consistently.
Above & beyond good customer service and product!
The biggest problem usually stems with the frame of thought that all you need is good customer service and product(s). Let me ask you a question? Where would you rather go to buy a used car for the first time? Carmax or Honest Al’s Wheels & Deals? Why? The name? The website? The location? What if Honest Al had a better deal for the exact same car? What factors come in to play with your decision besides the price? Unconsciously it’s the branding! Honest Al has 1000’s of cars sold over the last 35 years because he has great deals and truly is honest, but there is something that just seems fishy!
What if Al changed his dealer name to CarsPlus and renovated his location to a modern look and feel, created a modern website to match and started a local marketing/promotional campaign to let his potential customers know he has been running the family business for over 35 years and that because of his low overhead he could beat any price from the “Big Guy” shops guaranteed! Would you consider him now?
Small-Mid sized business focus most of their efforts on