It’s a jungle out there in the business world. If you’re running a small business, one piece of equipment you must have with you on the journey is a well-crafted brand.
Why? Because a distinctive brand that you communicate consistently is your best business ally. It’s like a silent business partner that supports everything you do.
Don’t believe me? Let me show you how your business survival just might depend on your brand.
Crafting your brand helps you get your head in the game
The process of creating a brand forces you to examine your business, to step back and really think through what you’re doing. This extra time and attention leads to a revived commitment to making it work. It’s like a retreat or a spa visit for your business.
Working on your brand will clarify your vision for your business. It will lead to all sorts of “aha!” moments about which direction you should take. It will crystallize your thinking.
Branding helps you focus. One essential step to branding your business it to define who you are going to serve — your ideal customer. Knowing who you serve helps you eliminate prospects who aren’t a good fit, and focus on those who are.
This means you’ll avoid buying ads where you shouldn’t, or pursuing ideas that will just waste your time. Your brand becomes a beacon that guides your business decisions.
A strong brand puts your business on the map
“Buyers make most decisions by relying on their two-second first impressions based on stored memories, images and feelings.” –Malcolm Gladwell in Blink: The Power of Thinking Without Thinking
A solid brand predisposes your prospects to liking your company.
You know that feeling you get when you go out on a date with someone new? You meet them and you can see that they’re freshly showered, they’ve picked out something attractive to wear, their grooming is impeccable, and they have a smile on their face.
You think, “Wow, this person is interested, and they’ve made an effort. I’m going to give them a chance!” That’s exactly what a well-crafted brand will do for your business. Your business will survive the “two-second first impression” test.
A well-executed brand has business advantages
You can sell your products and services for more. When you’ve found your ideal customer, they’ll be willing to pay for your specialized expertise or product, and the remarkable experience they’ll have with your business if you tell them with your polished, professional brand.
A well-made brand gives you confidence — to sell, share and get your business out in front of people.
It puts words in your mouth. You won’t have to try to figure out what to say when someone asks you what your business does, because the brand development process will lead to standard wording you can use when writing and speaking about your business. Your brand message becomes your rallying cry!
A great brand is bigger than you
The dream of every business owner is to turn prospects into customers who then turn around and recommend your business to people they know.
When you have a great brand — a BIG brand — your customers will know what to say about your business, and who to say it to. Both brand-new customers and repeat customers will help spread the word if you make it easy by clearly presenting who you help and how you help them.
Your brand helps to paint the big picture and establish your vision. You’ll help your customers to make the connections between everything you offer because understand the driving force behind your business.
Why brand your business?
A well-crafted brand will reach your ideal customer, create desire, make your business decisions easier, and help you get the best price for your offerings. For your business to survive and thrive, you need a great brand.
Ready to start working on a brand that will support your business? Stay tuned. I have a solution almost ready for you, and I’ll tell you all about it soon.
In the meantime, let’s talk in the comments: what do you find especially challenging about developing a brand for your business?