In a lot of ways starting a business and giving birth to a new brand can be an exciting process. No one knows who you are yet, so they have nothing to build an opinion on. On the other hand, since there is no formal introduction yet, everything about you is essentially rumour at this stage. A good place to start your brand is PR. Having a basic introductory website, and a weekly update to media, will help build interest and keep your information factual.
Any contact with suppliers and potential customers should alway be cordial. How you treat any contact at this initial stage, could set the tone of your new brand. Determine how you would like to be perceived and then strategize as to how you might influence this. Developing a positioning strategy that makes you the leader or the best at something will give your new brand resonance with your market. The worst thing you could do, is “follow the leader.” In doing this your brand offers nothing to the marketplace. Why bother existing at all? Every decision you make should assist in differentiating your new brand.
In discovering your difference, your launch can be exciting. You could be on your way to building a remarkable brand. Dream big! Don’t strive to be one of the best – strive to be the best. Just delivering good customer service isn’t enough – deliver the best service. Discover ways to over-deliver. Never forget that every thing you do affects the success of your brand. Don’t take designing your brand image lightly. An amateur attempt just reflects back on you. I’ve known some small businesses who took more interest in their decor than their brand image. Ultimately this shows in their success or lack there of.
Your brand is in your hands. Ignore it and the competition will step up to define you.
articles that alert readers, to strive to build a quality brand over the other competitors.
Thank you for dropping by apriyanto and leaving your input.
Hi Ed, nice article. I can say from my experience that majority of small businesses believe branding is something that is only for big businesses and that branding means ” expensive ” ” high quality ” . Brand is the gut feeling of a consumer about your business and what your business stands for in his brain, it does not have to be expensive, it can be cheap but you will be known for cheap products. Is that bad? Nope, as long as you decided to position yourself this way is perferctly fine. The problem is that when there is no clear vision and clear positioning, this is were it starts for a brand to lose meaning and authenticity and utlimately die. I have done this mistake so i can tell you from first hand. It is very important to stick to your brand values from the first day so that you create brand ambassadors.
Elias
Boy, I couldn’t have said it better Elias. Branding like most things can be expensive if you ignore the problems and don’t keep up the health of your business. Ignore your brand and when the time comes to correct problems, then you’ll have to open your big wallet.
Ed
This is a great article and makes perfect sense. I am in Real Estate and it is very difficult to stand a part from other realtors. I just started my branding at the beginning of the year and I have been selling real estate for 5 years. I have noticed a difference and my broker said someone asked the other day, “so who is the Sex in the city girl?” So it is obviously working.
Good for you Elissa. That comment inquiring about you will bring you leads.
Your last few sentences ring very true. Branding is one of the most difficult design disciplines and if not approached professionally it can result in a business looking amateurish and falling behind the competition.
Thanks for that Chris – it’s not enough to just brand, you must do it professionally to surpass the competition.