Describe yourself…
Can you do it? If so, how?
For most of us, it’s not an easy question to ask at first.
But…if you own your own local business, you need to figure it out.
Your story, and what makes your business special is how you relate to your potential customers.
Members of your community want to do business with businesses that deserve their business.
That was a bit of a tongue twister.
But nothing could be truer.
Studies show people want to do business with companies that share their values.
That’s why telling the right story through branding is often the difference between success and failure.
It’s your opportunity to capture the attention of local customers and change your life for the better.
You need a plan that will position your business as a trusted, local voice that will give your honest assessment.
To plan, you need to answer some questions.
Remember, our solution only works if you have what it takes to excel at customer service.
Step 4 of Building Your Digital Marketing Foundation
One of the first things we decided when we started Pillar Digital Marketing is that we wouldn’t use jargon.
That only confuses things…
But we are going to have to make sure we’re on the same page about some definitions.
This is one of those marketing words you must know.
A brand is different things to different people, but it all boils down to the same thing. Your brand is how your small business is perceived to your potential customers.
It’s why small business branding is essential.
Your Small Business Local Branding
A brand is not just your logo and your colors. Local branding for your small business is everything that makes up your public image. It’s the totality of all the things that impact how your community views your small business.
Does your local community think about your business as a unique, value-add to their lives and your community? Or do they think of you as just another money hungry entrepreneur?
Your small business branding is what will answer that question.
What Makes Up Your Branding?
When most of us think about a brand, we think about big corporations. Coca-Cola, McDonalds and Ford are three of the most popular brands in the world.
They don’t just paint a picture in your head, they make you feel a certain way. Great small business branding will create those same feelings.
Use what your audience can see and hear, but also the subconscious.
- Font styles
- Logo
- Your mission & values
- Colors
- Design styles
- The feeling your brand creates
- What you stand for
- Business culture
- Community outreach and support
All of these, and much more play into who you are and why you do what you do. Your small business makes you feel a certain way.
Your goal is to give your community that same feeling when they think about your business.
3 Reasons You Need Small Business Branding
Creating a brand means being consistent. Your small local business must have a uniform message that tells a story. Anytime you deviate from your general branding, you confuse your audience.
Setting brand identity guidelines, and documenting them, will help to ensure your entire small business is persistent with your message. Failing to focus on small business branding from the start is a mistake. Not yet convinced that you need a brand?
#1 – To Make it Clear the Value You Deliver to Customers
Creating a brand means being consistent. Your small local business must have a uniform message that tells a story.
Anytime you deviate from your general branding, you confuse your audience.
It’s about showing the Hudson Valley you can solve your problems. Show them not only can you solve their problems, but you also care about their problems.
Setting brand identity guidelines, and documenting them, will help to ensure your entire small business is persistent with your message.
Failing to focus on small business branding from the start is a mistake. Not yet convinced that you need a brand?
#2 – Create Awareness With Potential Customers In Your Community
Studies show that small businesses who focus on branding are more memorable. This isn’t short term awareness.
Your marketing your business for the long run. Slow, steady, and consistent messaging is what creates the most memorable businesses.
Once you decide the message you want to deliver, you can use marketing to tell your brand story.
#3 – Set Your Business Apart From Competitors
Do you want to stand out from the crowd of mediocrity? Branding can help. Tell your community why your small business is unique.
Don’t talk just about the services you offer. You’ll want to talk about everything that makes you special.
Your values, what drives you, your interests, your employees and so much more make you one of a kind. Share that with the community you reside in and people will listen.
Small business branding is so commonly overlooked, but it’s key to your success. It’s a mistake to think that brand identity guidelines only apply to bigger businesses.
Do you have a favorite restaurant in your community that always puts a smile on your face? Think about their brand and why it resonates with you.
Being aware of the branding all around us, let’s us all be better small business owners.
The Power of Local Branding
When you put the focus on values, instead of profits, people notice.
It can be very difficult to set yourself apart in a local market, even if your marketing is great.
Sometimes, even if your product or service has something going for it that others don’t, there are other factors at play:
– the strength of your competitors, or
– the number of competitors,
– whether your potential customers are loyal already to your competitors
So values really become very important.
It’s what helps people to connect with your local business.
Your customers want a reliable, local business that makes them the priority.
With a stellar brand, your message will resonate with your target customers.
It’s time to build a brand that your neighbors want to do business with.
