4 Critical Elements of Branding a Small Business
"Branding helps build the bridge between you and your people"-Molly Ho.
Here's what your "Brand" isn't. It's not your:
These are your "Brand Assets"- important for identifying you in a sea of similar products and services-but not the reason you'll be remembered by your "ideal potential customer".
Walk any aisle in your local supermarket, and here's what's on display:
All of which captures and holds that 8-second attention span, determining whether someone will pick up-and purchase from you.
Still not convinced?
Let's dive deeper-and let's discuss 4 Critical Elements of your Branding Strategy.
Element #1:Know your "Why.
As a small business owner your "Backstory" is critical to encouraging others to engage with you. Truth be told, everyone loves a "Superhero Story", how you decided to create a good or service, the challenges you faced-and overcame.
Additionally, knowing "why" also helps you to:
Make decisions about who you'll work with;
What you'll offer;
What you'll say and do;
What you won't.
This, is your BRAND PURPOSE
The goal of branding isn't to attract EVERYONE-it's to attract the RIGHT PEOPLE - that resonate with you and your brand-Molly Ho studios
Element #2: Know your "Ideal Customer".
Here's the thing. No matter how good you are-some people aren't going to like you.
Get over it.
As a #smallbusinessowner most of the time you're bootstrapping your biz-financing most of your operations, and accepting the risk that goes with it. No sense wasting time, energy and resources-you'll just frustrate yourself.
Instead, start by asking yourself:
What segment of the market am I targeting?
Who most needs this "Thing" I'm creating?
Whose problems do I most understand?
This, is your BRAND POSITIONING
Element#3: Be Unique
Remember we talked about that 8-second attention span? To capture and hold your client's attention, you've got to stand out. Your visuals must allow them to instantly recognize you-your story, message and "Unique Selling Position" must be crafted to make THEM not YOU-the heroes/sheroes of your story.
To do this, ask yourself:
Why should they choose me?
What benefits of my product/service would be hard to replicate?
Remember, your competition's doing the same thing-ensuring there's no easy substitute for what they're offering.
This, is BRAND DIFFERENTIATION
Every brand has it's own personality-that's what makes them stand out - Wholehearted Woman.org
Element #4: Create an AMAZING Client "Experience".
As a #businessstrategist, my number one piece of advice I give to my clients is this:
Translated, that means:
Focus on the little things;
Go the "Extra Mile";
Under promise - and Over deliver.
Remember, "Word of Mouth" is still your best marketing strategy!
To triangulate your customer experience, ask yourself, "Will your customer say:
That you delivered a Fast/"Hassle-Free" service?
That you were Thorough and Detail-Oriented?
That you paid attention to process?
That you were compassionate, empathetic and empowering?
That they felt you "Vibed" with them?
That, is BRAND EXPERIENCE