Many small businesses don’t even bother with branding. They often incorrectly assume that only large corporations have a need to build their brand. The truth is that firms of every size will benefit from having a strong recognisable corporate brand. Here is some great advice for anyone looking to improve their small business branding:
Be different: No business can ever truly distinguish itself from the brand of a competitor if it attempts to copy elements of their branding strategy. Your brand has to be distinct from the competition, with its own personality and characteristics.
Positioning: Look carefully at the position of your competition within the market. Understand that it is unlikely that you will be able to occupy the same position and should instead try to establish yourself in a different place within the hearts and minds of your potential customers.
Tell a story: The most successful brands have the ability to engage and thrill potential customers with the stories that they tell. Plain old facts are just simply boring. A story, such as the effect your product has had on the lives of your customers, are an incredibly potent tool for branding.
Purchasing decisions: To succeed at branding you have to understand what compels people to buy a product that they might have been on the fence about. The majority of purchases are not rational and are ruled by the heart rather than the head, therefore you must appeal to the heart of potential customers.
Be genuine: Your audience will see right through any fakery or pretence straight away so it is always recommended that you are entirely genuine. Avoid promising things that you cannot provide or pretending to be something that you are not. Customers need you to be honest about things or else they will never build a bond of trust.