Small-business owners are at the leading edge of the business world. As forward- thinkers, they love the rush of turning a new idea into reality. As idea people, they sometimes lack the logistics, like marketing and branding, to get ahead of the competition. Building a solid foundation, developing key potential partnerships, and understanding how customers perceive you are important aspects of gaining more exposure for your business. Here are five key things to remember if you are a small business looking to build your business brand:
1. Do You Have an Identity Crisis?
It’s impossible to be all things to all people, but trying to do so is one of the biggest mistakes businesses make. While this might bring in short-term sales, customers may never, in the long run, get a clear sense of who you are and what you do. Know the reason people are visiting your store or searching for information on your website. Find what you are most passionate about and focus on specialized services and products your customers will love (and take notice of).
2. What Is Your Core Message?
Once you know your specialty, it’s time to craft a core message. The elements of a core message express the beliefs and ethos of what you do best. Be sure to remain true, and authentic to your values. Stay away from vague, clique statements. Understand the art of what makes your business (or industry) effective, and lead your audience into action. Speak to what you can do for your customers and develop a brand identity with your core message in mind.
3. Know the Power of Social Media
Today, social media is critical to business branding success. Be sure to develop a strong presence on Facebook, Twitter, LinkedIn and Instagram (chose at least three accounts) to reflect your core message. The key to social media success is to show up on the pages where your audience lives. It is critical to interface and post regularly at optimal times when your audience is listening. This tactic will advance the efficacy of your posts. Be sure to check the temperate of your brand (for positive and negative feedback).
4. Set Yourself Apart
Consider why customers might choose your business over your competition and start building your brand accordingly. A key strategy to consider in this process is to identify potential untapped markets your competition hasn’t found yet. Then, build your message around what this core customer connects with most. Be sure to test different campaigns and compare results.
5. Expert Branding
Now that you have identified and connected with your core customers, it’s time to build an exemplary brand. While small businesses might be built around ideas, like it or not, they’re still ultimately represented by people. Your brand isn’t about a logo; it’s about the total experience you provide to your customers and the promise on which you build your business. To help deliver on your commitment, we’ve assembled a wonderful group of experts with tips and advice at our annual conference Brand Day: Small Business Marketing Summit. asba.com/brandday.
Developing a new business idea is the easy part. Taking the idea from inception to fruition is a different matter altogether! The key to a strong brand, as long as you know your market, is to trust your core message, maintain consistency online and be your true self!
Join ASBA for Brand Day – Small Business Marketing Summit. This event will fill your professional toolkit with expert tips and practical solutions designed to supercharge your marketing strategies.
Date: June 15, 2017
Time: 12:30 p.m. (Registration) – 5 p.m., followed by Happy Hour
Location: Big Yam – The Parson Agency
Address: 15750 N Northsight Blvd, Scottsdale, AZ 85260
Tickets: asba.com/brandday or call 602-306-4000.
