Other than providing value for your services or products offering, how do you set your small business apart from your competitors? How do you want to project yourself in public, especially to both to your loyal and potential customers?
Every business wants to be a customer's preferred choice. However, how do you make that happen? Branding. Sounds too simplistic huh. Yeah. But more often, this is one of the crucial elements in our sales and marketing efforts that we tend to neglect or remove from the process entirely.
Building and managing a brand, though sounds simple, is not easy. When done properly, it can significantly boost your sales and your product becomes a preferred choice. Here are two important takes you can immediately do:
Define and create your brand. You start by identifying your strengths as an organization and the values that your products or services offer. You must ensure that you can always deliver your promises using your strengths and core values. This brand should differentiate you from your competitors. It should impel your customer’s choice to sway on your side when making a buying decision. Package this brand in your offers and in the way you do business. Match your brand with your customers’ needs and requirements. Most often, customers buy not because of the price consideration but because they perceive that, you are able to meet their needs and requirements as your brand represents.
Build and promote your brand by telling your customers. Take every opportunity to reinforce your brand image and core values. Here are some of the areas that you need to consider:
Every business wants to be a customer's preferred choice. However, how do you make that happen? Branding. Sounds too simplistic huh. Yeah. But more often, this is one of the crucial elements in our sales and marketing efforts that we tend to neglect or remove from the process entirely.
Building and managing a brand, though sounds simple, is not easy. When done properly, it can significantly boost your sales and your product becomes a preferred choice. Here are two important takes you can immediately do:
Define and create your brand. You start by identifying your strengths as an organization and the values that your products or services offer. You must ensure that you can always deliver your promises using your strengths and core values. This brand should differentiate you from your competitors. It should impel your customer’s choice to sway on your side when making a buying decision. Package this brand in your offers and in the way you do business. Match your brand with your customers’ needs and requirements. Most often, customers buy not because of the price consideration but because they perceive that, you are able to meet their needs and requirements as your brand represents.
Build and promote your brand by telling your customers. Take every opportunity to reinforce your brand image and core values. Here are some of the areas that you need to consider:
- Organization’s or business name,
- Products or services labels or identities,
- Business logo and byline or slogan printed on promotional products and corporate gifts,
- Packaging that bespeaks of your brand and core values,
- Advertising means and methods, e.g., investing on promotional items that projects the image of your business,
- Develop employee’s values and attitudes consistent with your brand and core values. This is where some organizations fail to deliver. The attitudes of their employees speak contrary to what they claim. Communicate your brand to your employees and train them through your HRM department to behave and talk according to your brand and core values.
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