Build a Brand
Let’s consider New York City. It is a big city, and there are over 600,000 businesses started every year in the United States alone. Especially now, with customers having the ability to shop and order produce from anywhere, how do you get your business to stand out? Building a brand for your business might seem like the last thing you need to do to be completed once you have funding, a name, a store location, all your stock, etc. This isn’t the case. Getting a jump start on branding for your business will help your small business stand out, and help it grow. Here is how.
Legitimizes Your Small Business
It’s a pretty common thing to happen in the business world, you’re speaking to someone about their business and ask them for a business card to check it out some more, on your own time, and they don’t have one. They give you their email instead, and it’s something difficult to remember or something that they were very into when they were 12 years old. No matter how hard you try, you assume that business isn’t worth your time, and you give it no further thought. Investing in a domain name that’s your company, and having an email only for work legitimizes your website, and gets people to take you seriously. Branding is key to customers seeing your business as legitimate, not a side hustle that doesn’t have much effort put into it.
Attracts Your Ideal Clients
The best and most critical marketing technique you could bring to your business is the importance of identifying, and then attracting your ideal audience, also called your target market. Defining your brand is one of the easiest ways to ensure that you’re attracting the clients you want, and getting high quality referrals because your happy customers got what they needed. An easy way to start is by creating a buyer or user persona. A buyer persona is a fictitious character who has some specific qualities in common with your ideal customer. It involves personalizing the experience, so instead of building your brand for any 18-30-year-old in New York, you’re building it for Suzie Q, a 23-year-old, in Manhattan. Focusing on a specific target persona, or fictional character, is going to help you build a brand that resonates with potential customers that resemble your target audience.
Differentiates you from Competition
The majority of small businesses face some sort of competition, or at least comparison, to other companies in their market. Building your brand so that you are memorable will make an impression on potential customers. It should get the attention of anyone shopping based on comparison to ensure they give you a second look. Back up your branding with great customer service, and you’ve got a customer for life.
Helps in the Recruitment Process
Your branding should be more than just your visual identity, or your colours and logo design. Your branding should encapsulate your company’s personality plus the vibe and culture. After all, 88% of potential candidates believe that a company’s culture is critical for determining if it is a good place to work. If your branding is messy, unorganized, and shows a mean streak of the managers or board, then people won’t want to shop or work with you.