Branding is an important feature of marketing and the size of your business is inconsequential. It does not matter if you are a small business, multi-international corporation, or a lone freelancer, communicating with the right type of customers is critical to your business growth.
Essentially, that’s what branding does. It is the practice of creating a positive perception of your business, products or services that resonates with your customers on an emotional level. A strong brand is more than just a logo; it’s reflected in everything from the images you use, your customer service style, the colors you choose and premises to your advertising and marketing materials. They all play an important role in branding.
But there are many components to branding. This article provides an overview for the basis of your small business marketing plan and help guide your marketing campaigns so that you consistently appeal to the right audience.
Small Business Branding
Carefully construct your brand promise and make sure you always deliver. So don’t over-promise or make claims that you cannot attain.
Tell your story through visual assets and marketing messages. This is a favorable time to mold your customers’ expectations for your business that creates a deeper connection.
Differentiate your business from your competitors. This can be done through marketing materials, your logo and your website. Take care in your selection of colors and imagery.
Preferably, your business visual designs should appeal to your targeted audience. Employ visual aids that complement your business and learn about the latest color psychology trends.
Small Business Marketing Plan
Start with a marketing strategy. Your small business marketing plan can be as lengthy or as minimal as you want. At the very least, it should include who your customers are, where you can reach them, a description, and how customers will get information.
To start the process, follow these steps:
- Identify your target customers (the people who are most likely to purchase your products)
- Determine why a consumer would choose your brand over a competitor
- Identify the competitors that target your customers
- Construct your brand positioning statement
Building Your Brand
Branding is absolutely critical for small business success. When it comes to defining your brand, small businesses should typically start with making a list of the following questions and answer them as thoroughly as possible:
- How do you want to communicate your key messages?
- How can you improve the life of your customers?
- What is your company’s mission?
- What are your core values and how will you promote them?
- What are the key features and benefits of your products and services?
- What qualities do you want to associate with your brand?
If this is your first business, defining your brand and developing a marketing strategy can be complicated. You may want to consider using a small business marketing plan consultant.
Wrapping It Up
Regardless whether you agree, if you have a small business, you have a brand. How you build that brand can make or break your success. If you’re just starting your small business, it can be hectic just dealing with the day-to-day of running your business. And dealing with all the social media, the Internet and technology static, it’s extremely important to develop a clear voice to cut through the noise. We understand that your focus is on running your business. Let us help you with your marketing needs. Get in touch with our marketing team today at (858) 874-6528 or get a quote.