The Branding Process
Understand
that branding your small business is a sequential process and not a
one-time event
Do have the knowledge to
participate in the branding game?
Branding is a strategic marketing component that
requires a small business owner's time, commitment, and patience. It
should be treated as a critical part of their daily routine. However,
many entrepreneurs don't understand the branding process and avoid at
their own peril.
Many large corporations spend millions of dollars
influencing their brand and have entire staffs dedicated to the
management of this process. For
most small companies the “brand manager” is the
owner or a key employee.
The branding process of these companies are usually
noticeable in the relationships the owner and employees have with
customers and clients. The easiest and most convenient method of
branding is through word of mouth and referrals. In most of these cases
small business people are too busy to pay attention to the health of
their brand. They are so focused on daily challenges and problems that
they fail to realize that everything they are doing affects their brand
everyday.
Not understanding that
everything they do contributes to the branding process and their
eventual success or failure.
You've Got
To Know How to Play to Compete
As with any game, there’s no way to win
if you don’t understand how to play. As discussed earlier,
the branding game is constantly being played in your market. Within
this game resides the process of branding your small business. How well
you compete is dictated by your grasp of this process.
All branding exists in a competitive environment.
More often than not, there are several competitors fighting for the
same number of prospects. When this is the case it is critical to take
a systematic approach to branding you business. Just for a moment,
think about how many companies are in your market are battling for the
same prospects and clients. How many of those brand themselves
systematically? And, what is the position of these companies in the
market?
An excellent example of the need for a systematic
branding process is the automobile industry. A quick survey of the U.S.
market in early 2007 reveals that there are 47 brand names offering 328
different models. That’s a recipe for some fierce
competition. Just image if General Motors or Toyota decided not to
brand a new model of car they just built. That model, no matter the new
styling or innovative features, would not sell very well. The consumer
would have no knowledge or awareness of its availability because there
is no brand presence to alert them. This car would surely cease
production very quickly.
Unfortunately, this scenario
takes place everyday in the small business world. A great idea for a
new product or service never reaches its full potential because the
company neglects to create a strong brand presence in the market. For
any number of reasons they decided not to take the time or effort to
market their innovation and slowly fade away.
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Entrepreneurs
are by nature an independent lot with many bordering on
arrogant. These types become filled with overconfidence and believe
that their product or service is so extraordinary that people will line
up to purchase from them. This mistaken attitude is a sure recipe for
failure.
Every product or services
needs to be branded to succeed in
today’s hyper competitive market.
A simple interaction like
the attitude of the
person who answers the phone has a huge impact on the perception of the
company.
Take a moment to recall the last time an unfriendly
voice was
the first thing you heard when calling a new company. Your initial
impression was probably negative, not just of the receptionist, but of
the entire company.
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Typical
Parts of the Game
When it comes to your
branding strategy, the little things matter a great deal. Some of the
vital components that form your brand identity can be found in many
common, yet important, parts of your business. These include:
- Your company
name
- Your logo
- Your tagline
or slogan
- Your
letterhead and forms
- Your signage
- The design
of your marketing materials
- Your website
- Your
advertising
- The way your
staff dresses
- How well
your facilities are maintained
These
are all visual cues that your prospects and clients receive when
they come in contact with you. They are all important and they all
should be carefully maintained.
At its core, branding is
influencing the thoughts, perceptions and decisions of your prospects
and clients by building confidence. Having the lowest price
won’t help much if they don’t have confidence in
you. Credibility is essential to creating this confidence and consumers
develop their credibility through the cues they get from you in the
marketing messages you deliver.
Everything influences
the branding process no matter the size of your company. Your values,
attitudes, and philosophy of the business are projected by the content
of your marketing message, how you deliver it, the quality of your
product or service, and most importantly your customer service
approach. Each point of contact you have with every prospect and client
is an essential component in the branding process.
| Creating Your Branding
Strategy |
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1.
What's your
Branding Strategy
A
branding strategy is the most overlooked part of a small business.
Without a strategy, you allow your competitors to dictate the character
of your brand in the market!
(more)
2. Branding Strategy:
Perception is Reality
You cannot control your brand you can only
influence it. Ultimately,
your prospects, clients, and customers control the
success of your branding.
(more)
3.
The
Branding Process
Successful small businesses approach their brand marketing as a
critical process. What have you done to brand your business today?
4.
Elements
of Your Brand
Your brand
identity consists of several key elements that define your offering.
It’s important to use these elements in combination to appeal
to your target market.
(more)
5. Critical Branding Questions
Not
sure where to start when creating your brand? Answer these important
questions to help with your brand strategy. (more)
6. Brand Marketing Resources
Find
brand marketing resources that will help you create you create brand
strategies to help your small business marketing succeed.
(more)
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Coach
Ron's Recommended Resources:
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