Business is a competition. If you want your small business to start strong, you have to stand out. Just because you’re not a large company with hundreds of employees doesn’t mean you can’t have unique and memorable branding.
Branding is essential for any business. It’s what dictates how you market your products and services. So your ads, content, customer service, and product descriptions are going to revolve around it. If possible, your brand strategy should be developed even before you launch your small business.
This article will look at the most critical steps to develop a winning brand strategy for your small business.
- Identify Your Niche
You know which industry you want to enter, but what is your niche?
For example, say you’re entering the beauty industry; which are you specializing in? Is it makeup? Skincare? Health and wellness? Different niches require different marketing strategies, even when they’re in the same industry.
Identifying your niche also clues you in on who your competitors are. This allows you to look at what they’re doing, take notes, and identify gaps that you might be able to fill. Observing your competition can also help you discover effective strategies that you might want to replicate with your own business.
- Find Your Target Market
When you first develop your product, your first question should be, “who will buy these?”
Your target market will be the people most likely to buy your products. For you to effectively market yourself, you have to speak to them. Your taglines, ads, and blogs should appeal to your target market.
Customers must find a use for your products. Most people won’t spend their money on something they don’t want or need, so focus your energy on those interested in what you offer.
- State Your Purpose
What is your brand’s goal outside of making money?
Your brand’s purpose is what makes you unique. You should identify what’s missing in your niche, what customers might need but don’t have, and how you want to go about filling the gaps.
Is it to provide the fastest service? Are you developing a product for a previously ignored target market? Do you want to forward a new way to do everyday things?
Your brand purpose dictates your tagline, aesthetic, marketing strategies, and future product offerings.
- Decide How You Look Like
One aspect of branding is your visual aesthetic. One aspect of branding is your visual aesthetic. It’s one of the first things people notice about your small business. So whether it’s a website, a storefront, or a small shop selling through Instagram, develop a look that’s unique to your small business.
You can start by deciding on a clean logo. You will use this logo on practically everything—including your website, social media, packaging, receipts, and business documents.
If you’re worried about not having enough artistic talent to create your logo, don’t worry about it. Gone are the days of using highly detailed portraits of Sir Isaac Newton as Apple’s logos and unto more elegant minimalistic styles.
Color schemes are also an easy way to communicate branding. For example, are you a more serious business in the legal industry? Try elegant black and whites. Are you marketing towards younger audiences? Use fresh and bright colors.
- Find Your Voice
As mentioned, you need to talk to your target market. Your product descriptions, blogs, ads, and social media interactions should appeal to those you intend to market to.
Using the right tone, wording, and voice can affect how a customer perceives you. Are you marketing your products to young people? Avoid overly formal language. Are your services meant for industry experts? Use specialized terminologies.
Your tone can also represent your brand personality. You can be laid-back and casual, warm and welcoming, or authoritative and reputable.
Bottomline
You will always have competitors. Sometimes, you might end up selling the same products to the same niche and target consumers. However, your brand identity is more than your products and desired customers.
Your brand identity is made up of so many facets that make you unique. These facets catch people’s attention and make you memorable.
About the Author: JC Serrano is a marketing expert, an entrepreneur, and a small business owner. He founded 1000Attorneys.com in 2005 and is one of the very few private enterprises with a certification from the California State Bar to process lawyer referrals in their state.
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