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The Basic Guide to Business Branding

With so many new businesses opening or being planned every day, branding gives businesses the edge they need to stand out from the competition and attract customers even if they have the greatest products or services.

Every individual is different, having their own personality and way of doing things. It may not be exploiting your own strengths and possibilities to operate in the same manner as other businesses. Your brand represents what consumers think of your business and is your commitment to them. As vital as any other aspect of your business, branding is the shop front that draws customers in so you can engage them in a way that will eventually result in sales and a lasting relationship. On a crowded street corner or in a mall, selling random goods to random passersby is OK, but for a successful business, you need to have consumers who actively want to buy from you.

By offering high-quality goods or services that are personally guaranteed, backed by outstanding service, and fully supported, you can build trust and provide genuine value for your customers. A brand is an emotional problem that people respond to and can link with quality even though it is not a physical object. Think about what the apple brand represents, the horse head on the Holden vehicle, or the scallop shell of Shell Petroleum. It is your identity and the most effective marketing weapon you will ever have. People buy their items in response to its implied quality.

Branding is a way of telling customers what to expect from the products you sell and endorse as well as the services you provide for them. It tells how you are different from your competitors and the special talent only you possess.

Defining your brand takes time and skill; all successful major companies employ a full time team to ensure they keep to the ideas and are consistent to their company’s goals and values. This is not possible with a small company or when just starting out, but it is so important that you need to spend the time doing it or use a good, reliable firm that specializes in doing this to help you as if will pay off many times so needs to be done properly.

Consider these points:

  • What is your company’s mission or purpose?
  • What are you offering or promising your customers?
  • What is the impression you want to give your customers and how do they view you now?
  • What makes you different from other people that are selling similar thing to you?
  • What is your company’s personality?
  • How will you describe your company?
  • What are your competitors doing right?
  • What are your competitors doing wrong and how can you capitalize on this?
  • Your branding should extend to all areas of your business including how you answer the phone; greet customers and what you wear. As well as the attitude of your employees.
  • You need to create a voice and personality for your business.
  • It is vital that you are true to your brand (branding) and your customers, so both existing and potential customers can see the transparency of your integrity, be honest and mindful of what you say and the way you say it.
  • Be sure you are sincere and thank people for allowing you the opportunity to do business with you.
  • Remember no one likes a smart arse and others will notice and talk about all your negative aspects, so strive to always be positive.

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