When it comes to small businesses, having a solid brand helps you stand out from the competition. To many business owners, the concept of developing a brand stops at a logo and catchy slogan; this is where they fall short. An awesome brand encompasses both your customers’ and potential customers’ collective experiences with your business. Your brand should be able to convey what your company does and why your company does it better than your competition, while affirming to your audience that your business is trustworthy and professional.
Think of your business as a person… your brand would be that person’s character and identity. So how do you develop your business’s brand with this in mind? These tips should help:
Develop a strong name and logo
Let’s start with the foundation of a good brand: your name and logo. Your name and logo should be incorporate some of the following aspects:
- It should be simple and easily recognizable: if a customer catches your logo while driving down the street, will he or she be able to read it, or is your name/logo too long to read in passing?
- It should be functional: your name and logo should be able to fit anywhere you want, from a billboard all the way down to a smartphone display.
- It should be memorable: Your design should be unique and original so that it only gets associated with your business.
Part of developing a brand for your business is figuring out what makes your business different from your competitors. You know your products, your market, and niche, now figure out how you can do business differently. Take the commercial coffee chains Starbucks and Dunkin’ Donuts for example. Both sell similar products, but do so in very different ways that set the two apart.
Your business should have a “Voice”
Tone and delivery count just as much as words when talking. Similarly, your business should find a way to deliver a unique experience for your customers. Do you think a barbershop and nail salon offer the same experiences to customers? To better establish your brand, focus on developing a unique experience, from your website, to customer interaction.
Define your business’s purpose
Chances are, there are thousands of different businesses that do what you do. So what can you offer to your customers that they can’t get elsewhere? Say you own a pizzeria, there are lots of pizzerias out there, but yours is unique! You deliver authentic Italian brick-oven pizza in a setting that takes your customers into the heart of Venice. Sure, you sell pizza like many others, but your purpose is to deliver an authentic Italian experience.
Provide value for your customers that goes beyond price
Providing additional value for your customers helps convince them to choose your business while also solidifying your business’s purpose and uniqueness. Can you offer customers unparalleled customer service? Maybe your business has a warranty for products that your competition doesn’t? Provide additional value for your customers and they’ll associate that value with your brand.
Developing and refining your business’s brand is a great way to make sure you stand out from your competition. A brand is a combination of elements that encompass the customer’s experience. With a unique logo, name, voice, and purpose, your brand will no doubt help put your business above the competition.