When thinking about how to launch your new business keep in mind one thing, name recognition is everything. If you were to ask any of the top brand development firms, they would tell you how you build your brand is the difference between having an excited customer base and packing up your business after a few years. The best marketing you can have as a small business is word of mouth. Before a single customer walks in the door, you want to be able to offer something through your branding alone.
Work On Building a Narrative for Your Brand
When developing your brand it might help to take a creative design approach to your marketing plan. Think about your products or services and begin to build a back story for your brand. Are your products the goody two shoes, always doing the right thing, saving consumers from whatnot, or are your products one of the bad kids sitting around the jukebox wearing leather jackets. It might sound silly, but by attributing human personality characteristics to your business, you can have a clearer view of the possible responses you will receive from various demographics.
Be Consistent in Your Approach
Fence-sitter, wishy-washy, spineless, there is a reason why we have such strong words for people who are indecisive or not constant. Imagine how you would feel if somebody switched your reliable car, in the middle of the night, for a lemon. People hate feeling like they’ve been tricked or a victim of the old bait and switch routine. Once you offer your customers a certain level of quality in your service or product, make sure to maintain that same level. Even large corporations have been lead astray by brand development firms trying to re-brand American classics. This resulted in them taking major sales hits because of customers feeling betrayed. Take care of your loyal customers, its been shown that repeat customers spend 67% more than new ones
Dare to be an Individual
If you have built a narrative for your own company and realize what the heart beat behind your message is, than you shouldn’t worry too much about what your competitors are doing. While some might believe that imitation is the highest form of flattery this isn’t exactly the case when it comes to your branding. Ask any ad agency or brand development firm, unabashed duplication is one of the worst marketing tactics. The public is astute at sniffing out imitators and dismissing them. While you may share similar products or services with other companies you can always bring something new to the table, even if it is only with your attitude!
While it can be a stressful time for your new business, careful consideration of your products and services and the development of a sound narrative for your company will make all the difference and give you a leg up when it comes to branding your business for success.
