“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” -Sam Walton, founder of Walmart and Sam’s Club
It’s a big, wide world out there. Everyday, consumers are bombarded by a sea of marketing communication competing for attention. As an entrepreneur operating a small business, it can be hard to stand out. To really stand a chance, it’s important to invest in branding. Branding is a marketing tactic used to create a story to be associated in the minds of consumers. Many business owners don’t understand the benefits and end up skimping out for low caliber marketing solutions that don’t actually support a longterm vision of growth and sustainability for the business. Branding allows consumers to know, trust, like and ultimately want to choose your business over another. When you have an attractive brand, people will associate positively with it. The longterm goal of branding is to draw consumers in and keep them engaged. Here are a few branding tips to improve your business marketing.
Have a custom design
Investing in a custom responsive design for your website will give you control over the messaging you send to your consumers. A custom designed website, as opposed to customizing a pre-existing theme, will certainly allow consumers to know your brand and recognize it amongst your competitors. This includes having a custom logo design and well-established brand guidelines.
Create your own content
When it comes to sharing on social media, it is important to actually create rich content, not just curate third party articles. While people may appreciate your taste in shared content, it does not help build your brand. Be sure to develop your brand voice and express your own ideas in the form of weekly blog posts and personable thoughts.
To be impactful, your branding should follow a design that is clear across all communications. Your branding should be limited to the same consistent design elements.
Invest in marketing collateral. Have branded business cards, email signatures, monthly e-newsletter, blog, website, social media, advertisements and promotional videos. Be everywhere for everyone to help attract the largest portion of your target consumers possible. Why hold back and risk falling short of potentially reaching the masses?
Use branding to help achieve business goals. Do you want to be perceived as one of the most prestigious server providers in your industry? Would you like consumers to trust your brand and choose it over another? If so, use branding to create strategic communication for which your business will be known.
The best part of branding is it allows consumers to understand your unique business. See it as an opportunity to be completely open and honest with the world about who you are and what your mission is.
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