Grow Your Business By Turning It Into A Powerful Brand

You have already done the hard work and built a successful small business, now it’s time to take what you have built to the next level and turn your business into a powerful brand. A brand is a business that has a distinct set of attributes that are easily identifiable by consumers who desire what that business represents.

Turning your business into a brand offers you several key advantages.

• Name recognition
• Customer loyalty
• Better Positioning
• Cohesive Marketing Message
• More Professional Image

The process of transforming your business into a brand is multifaceted, but it first starts with your image. Your image is the first things that consumers see about you. It encompasses everything from your logo, to your official colors, uniforms, fonts, marketing materials, website, etc.

A strong brand has a simple and easily identifiable image. UPS® for example has a distinct brand image – brown uniforms, brown trucks, and a simple logo. Coke Cola® also has its own distinct brand image – the shape of the bottle, the bright red colors. Both UPS and Coke Cola’s images are carefully branded on everything from television commercials, magazine ads, packaging, to promotional items.

Consumers around the world are able to easily identify these two companies because of their consistent brand image.

Take a look at your image, are there any aspects that seem disjointed or out of place? Is your logo simple? Do the colors of your business card match the same colors of your logo? Are your employees easily identifiable by their uniforms? Do the fonts on your brochures match your logo font? These are all things that need to flow seamlessly across the board.

The second part of turning your business into a brand lies in creating a consistent customer experience. Consumers choose their favorite brands because they offer them two things, familiarity and consistency. When you give your customers a consistent buying experience it will increase their level of trust in your business which in turn result in increased loyalty.

In order to develop a consistent customer experience you need to look at each customer touch point. Customer touch points are simply the individual interactions that a customer has with your business. These interactions include but are not limited to telephone calls, emails, displays, check out, bills, product ordering, returns, hours of operation, etc.

Now trust that this will take a considerable amount of time as you will need to review your policies and procedures, train your employees, and perhaps reorganize several key aspects of your business.

The good thing is, there is no rush. You can take your time in turning your business into a brand. You will run into some challenges but your hard work will pay off in the end.