Apart from dealing with issues such as cash flow, staff and online presence, a key aspect that will help your business stand out is branding. This gives you a unique voice in the market, helps your customers identify with you better and gives you an edge when seeking partnerships/ collaborations. Here’s how to build a strong brand.
Know Your Why
Go back to the reason you started your business- your ‘why’. What is its purpose? What does it believe in? These questions will guide you in brand communications and tap into emotive positioning. After all, clients only engage deeply when you hit the right emotional chords.
Brand Your Customers
Find a catchy name to define your customers. This invokes feelings of being part of a tribe, and encourages clients to engage with you more. The name you choose should be in line with the core idea of your business. Creating a special celebration process to praise them for joining your tribe gets them excited for being a part of something bigger than themselves. For example, you can send a small gift bag to new clients with a welcome message.
Consistency
From the tone of voice in your communication to clients, to fonts, colours, layouts…everything you do should be consistent. This ‘trains’ your audience to expect a certain look from your business.
Be Original
As much as there’s nothing new under the sun, copying another business is just lazy and unprofessional. It takes time to develop your unique brand, but that’s what makes your business respectable. The outlook you decide on should reflect your values and that of your business.
Define Your Business
Review the product or service your business offers, clarify the gap(s) in the market it occupies. What emotive and rational needs and concerns of your customers are you meeting? Your brand character should promote your business, connect with your client base and differentiate you in the market.
