Every small business owner looks for ways and means to save dollars where they can; and when they know that any mistake they make can have significant repercussions, they wonder whether branding is something they should be factoring into their budget. So what exactly is branding all about? Let’s take a look at what this concept involves and what its relevance is in any small business.
What is a brand?
In simple words, it’s your brand that sets your business apart from others in the same industry. It’s never just about a name, a logo or even a tagline. A brand denotes attitude, energy and personality, a value system, behavior and code of ethics. Your brand is a reflection of who you are, what you and your company believe in, the things you do and how you do them.
Somehow this sounds extremely relevant for larger businesses that have a wider reach. But is it relevant for a small business that focuses on customers on a more local or regional level? The answer to that is yes! Yourbrand matters regardless of what the size of your business is. If you run a small business & have an online presence, no matter whether you like it or not, you are in the public eye.
How branding is relevant
We live in a virtual world where everyone has access to businesses and any customer can come looking for more information about your offerings, at just about any time. If you want to increase your customer base and do more business, you would have to focus on building a strong brand.
Your money lies in your brand and every successful brand knows exactly how to engage their customers; this is especially true with reference to building deep emotional connections with their customers.
Take the example of a company like Apple; fans of its products will wait with open wallets, in sleeting rain or snow to buy the new launches from the company. While every company isn’t Apple or Nike, there is no doubt about the fact that even a small company can benefit from a solid branding strategy.
It lends a sense of solidity and stability to the company and what customers (existing and prospective), perceive of it. The few things to keep in mind when you are building your branding strategy are- Be real, authentic and congruent. Infuse your own unique energy into your brand and ensure that it is communicating with your audience in a very positive manner.