Branding! We’ve heard that a lot, right? But what is branding and what’s the importance of a brand name? We have got to answer that first; then that makes it easier to understand why it’s necessary for any small business.
Branding in business is a marketing practice that involves using symbols, names, terms, or designs to set a business apart from other businesses.
A lot of people have different concepts of branding. To some people, it’s the building where their business is located. To others, it’s the logo, the name, or the product. While these are all important, they are just parts of a significant whole.
Understand that branding isn’t limited to just one aspect of your business, branding is your promise to your customers! Commit that one phrase to heart and experience a shift in the way you view and operate your business, knowing that it’s not just about being different, but making a difference; especially for your customers.
Coming back to the topic, here are 3 main reasons why you need to work on your small business brand and make it a top priority;
1. Recognition
You probably know that there are a million and one businesses that may be doing what you do, but without something to really set you apart from the rest, you’ll simply be just like the rest, and you’d most certainly be lost in the crowd.
You want your brand to be easily recognizable on sight. A brand that leaves a mark in the mind of whoever comes in contact with it and that’s what branding helps to achieve.
You want to be different enough to be easily distinguished from every other business. Paying attention to branding is important as you pass the message that you have a future for your business and you’re planning to stay.
2. Trust
There is something about professionalism that just attracts people to your business. A business that has spectacular branding but doesn’t deliver on its promise is not going to build a very loyal, very solid customer base.
People always remember how you made them feel, so when customers receive prompt, helpful, and memorable customer service they feel appreciated and then view your brand as reliable. Also, it is important to be as open and transparent with your customers as much as possible when communicating with them in order to improve the level of trust they have in your business.
3. It helps you get more customers
According to the article written by Bill Gates in 1996, content is king in getting more customers and making money for your business. The St. Louis cube sugar brand has managed to remain the number one sugar brand in Nigeria over the years by simply maintaining its brand content.
Have you seen any of their ads? None! That is hard-core unbelievable branding that you see once in a blue moon. But why then did I mention St. Louis sugar? They have always delivered on their promises! Other sugar brands have come and gone, but the success of St. Louis sugar was a result of word-of-mouth marketing. A happy customer gets you a thousand more.
There you have it. But remember, it’s first about your customer before your preferences. So, brand your business through the eyes of those that the business is centered around – your customers.