Branding is NOT a Luxury
They're dead wrong.
Anyone who says any of the above doesn't have any idea what branding is. Branding doesn't mean you spend millions on an advertising campaign that features sports stars and TV celebrities. What it does mean is that all your communications—from the sign outside your office to your website to the uniforms your staff wear—all show the kind of business you are (or want to be). They communicate that you're great at what you do and that you want to serve your customers. Branding says whether you're a fun, casual workplace or a staid, old-fashioned one. It reinforces whether you're in business for the long haul or a fly-by-night operator. It helps your customer connect and remember every experience they had with you and to like buying from you so much they'd be willing to drive across town or pay 30% more.
Now tell me that isn't important to you. So how do you brand if you're a small business and can't afford an ad agency?
Here are some simple rules to follow.
- Figure out what you stand for
- Make sure your business strategy is in line with your values
- Be consistent in your marketing communications
- Train all employees
- Listen to customers
Be Clear on Your Values
Before you set about communicating your brand values to the world, you, the business-owner, need to figure out what those values are. What do you stand for? What differentiates your business from your competitor around the corner? What kind of employees do you attract?