From Glass to Clothing: Branding is an Important Step for Any Small Business

    (Provided by ABC Glass & Mirror, Inc. - Monday, March 04, 2013)

As a small business, branding your product and services is a huge part of marketing.  So no matter whether your business sells glass or clothing branding is a must.  “How to build your business with a carefully shaped brand.”by David Melnick of Small Business Magazine, discusses the crucial component of branding or rebranding when looking at your business strategy.  He suggests hiring the right company to brand your business. 

A company that focuses on branding will collect important information to develop a game plan that will help you favorably brand your business.  However, he also gives businesses that lack the financial or time resources to hire a “branding” company some tips to successfully brand on their own.  Here are some ideas to consider when branding becomes a necessity.

Who is Your Audience??

Understand who your target audience is so you won’t confuse potential customers with your brand message.  Some of the factors that highly successful brands use to focus their messages are to understand behaviors, thoughts, activities and attributes of prospective clients.  These factors allow a business to truly narrow and focus their brand’s audience.  In doing so, you will discover “your customer.”  “Your customer” is defined as the type of person most likely to buy what you are selling.

What is Your Competitor’s Message?

Ensure that your message is unique.  You can do this by looking at what your competitors are saying.  This will help you to sell your brand in a way that is unique to you and your business.

Do You Have to Know Your Strengths, Weaknesses, Opportunities and Threats?

Yes. Before you can brand successfully you have to know your company.  To do that, you must really give your business a once over.  Understanding your greatest strengths and weaknesses will give your business the best chance at success.

Is Your Company’s Brand Really More than Its Ads?

Your brand is more than your company’s advertising, it is a statement of reliability and reputation that your customers can trust.  Marketing efforts are a reinforcement of who you are as a business.  Everything you do as a company should support your brand and promise to your customers. Should

My Brand Be Simple?

Yes.  Develop a statement that defines your business, and then simplify it even more.  This will help with consistency and will keep your audience focused on your brand.

Is Consistency Really Important?

Make sure you are delivering the same message in a unique and consistent manner.  Customers want reliability and consistency, not confusion.  If this is done correctly and the message is clear, concise and memorable, your message will become powerful and recognizable.  Also from a visual perspective, ensure that your logo and name are the same in every social media arena. 

You don’t want your company to read ABC Glass and Mirror, Inc. on one site and then abc glass and mirror, inc. on another site. When considering marketing your brand, remember to keep it simple and focused.  Don’t get lost in too many words and images.  Make a promise to your customers, simply and consistently, this will help to keep the customers you have and to get the new customers who need to purchase your products and services. 


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