Get Your Brand Right the First Time

Get Your Brand Right the First Time
How you present your business to the world matters. The way you describe your brand identity, and the products or services you have to offer will make your company’s personality for your customers and the public in general. Getting your marketing and brand statements right the first time is an essential step to building your overall business identity.  In marketing, it’s called your, “marketing platform”. Many small businesses fall back on their “About Us” page or product descriptions to describe what they do and who they are. The problem with this approach is that this message is always about the business itself, and not about you and your employees, and those you are trying to connect with.

Your product or service should only be part of your overall message.  Yes, it’s what you bring to your customers, but you are offering more, customer service, convenience, reliability, experience, etc. So consider all these issues in light of what they mean to your customer. What makes you unique to your target market? You’ve outlined your product and you know your customer, but how are you different from the competition? Try to tie those differences to your products unique qualities. Don’t just tell your customers that your product is superior, offer them proof like customer testimonials, references and success stories.

Once you have your message developed, make sure everyone knows your company’s story, from your sales people to your front desk, from your website to your marketing and commercial slogans. The more your customers hear it, the more likely it will be to resonate and stick. Also, ensure that your company’s business plan reflects these same values.

Understanding the market for your product/service is important for every company. It can help you recognize new business opportunities and guide your decisions. Like the introduction of a new business or product, the expansion into new markets or the causes of a decline in revenues, to name a few.