By Pearl Kasirye , Head of PR, Pearl Lemon Group
One trait of having a successful business is having a recognisable brand. If you think about any of the largest businesses, such as apple and Nike, you could probably recognise their products without even seeing their logo. This is why having a solid brand identity is so crucial when building a business.
As a smaller business owner, you may need help with building a strong brand identity. As competition is so fierce with a smaller business, you will have thousands of other companies with products and services that may be similar to yours.
However, it’s important to remember that most of the large companies you recognise now will start as small ones. This is why a focus on brand identity is essential at all levels. As you expand, you want this identity to be more prominent and recognisable.
If you’re not too experienced with marketing and branding, it may be pretty challenging to create this strong identity on your own. Read on to learn more about branding and how to build your own strong identity.
Focus on more than just your Product
Nowadays, customers care much more about your business as a whole, which should be accounted for in your branding model. Customers are looking to buy goods and services from brands they connect with. They are more likely to buy from you if they like your whole aesthetic and ethos.
You can do this by providing a website that lets your customers learn more about your business. For example, providing some details about your backstory and future aims may attract more potential customers.
This doesn’t mean you should neglect your product and focus solely on building a relatable brand. You’re not going to get many sales if your product isn’t functional! A solid and demanded product is still the backbone of a successful business.
As a small business, thousands of competitors will try to do exactly what you are doing. So presenting your story may give you the edge and help you stand out amongst the crowd.
Present a Brand that Reflects how you Operate
When building a brand, some businesses present themselves in a way they believe pleases customers. Customers can challenge this positive image pretty quickly if your business doesn’t actually reflect your brand image.
For example, there’s no point preaching about trust in your brand story and then filling your website with misleading advertisements. Any customers drawn by your brand image won’t be coming to you again if they find this image false.
This is why it’s essential to focus your brand story and image on things your business naturally focuses on. For example, if you ensure your employees work on providing excellent customer service in your handbook, you should include these details in your website and branding.
Pearl Kasirye, Head of PR at Pearl Lemon PR recommends that having a strong brand story as early as possible is the best strategy. Pearl states, “It’s essential that your audience has a clear understanding of your brand identity, values, and goals. This way, when it comes to PR and marketing, you have a clear idea of the kind of media attention you want to attract.”
Utilise Videos
Videos can be an incredible tool when trying to build a recognisable brand. Sometimes it can be challenging to present an aesthetic using only words. Videos can help customers learn more about you interactively.
Creating a video will allow you to connect with your customers more efficiently. Videos also allow you to display your personality as a business owner and transfer this personality to the vibe of your business.
Maintain a Healthy Relationship with your Employees
Your employees will provide the most honest and accurate descriptions of your business. It’s essential that your employees feel respected and appreciated even when they leave your business.
If your employees enjoy their working environment, this will reflect in the quality of their work and how they interact with consumers. Happy employees will likely result in happy customers.
Furthermore, if you make an effort to care for your employees, your brand image is unlikely to be damaged by disgruntled former employees. It’s important to uphold your brand image both internally and externally as, in a way, your employees are customers of your working environment.
Ensure your Product is actually Different from the Rest
The most successful products are the ones that aim to do something different, especially products looking to solve a problem in the market already.
Basing your product on things that are already in the market will make it difficult for your brand to be recognisable as your product is common. This is why it’s crucial to be unique and attempt to provide something that hasn’t been seen before.
This can be pretty daunting as you don’t have any tested methods on which to base your business. However, if your product becomes popular, then you’re likely to have a successful journey and an identifiable brand.
