Your Business Is a Brand

What is your brand? Do you have one? It is not just the colors and font you use for your business.  It is the feeling your customers experience when they are in the presence of your brand.  This is something big box retailers have long understood, and small business owners are taking more seriously.  To succeed in today's market place, you must fully understand your brand before you begin to introduce it to your customer and incorporate it into your marketing campaigns.  Sit down with your decision makers and extensively discuss just what your brand is and understand what your brand will be.  This makes it clear when rolling out your marketing plan.  

To do this, you must do a brand audit.  A brand audit reviews your brand's voice, tone, style, and place in the market.  When does your brand sit in terms of price point, appeal, and age group that brings in your customer.  Who is your customer exactly.  Knowing who they are, where they live, how they live, and why they shop with you, will help you find more of these customers and grow your pipeline of new business.  I consult with too many business owners who do not target the right customers for there business.  The more you understand your existing customers and why they shop with you, the easier it will be to find more people like them.  If you can create a brand that attracts that type of person, you are well on your way to creating a solid brand that will bring you new business. 

A brand is what resonates with customers and builds loyalty.  It's the difference between a memorable business and one that customers will not recommend to their friends and family.  Customers today identify with a lifestyle.  It's more than just the quality of your product and the customer service you provide.  You need to show your customers that the people who shop with you enjoy a lifestyle that they can should be living themselves.  If you are needing assistance in turning your small business into a powerful brand that builds loyalty with your customers, I look forward to hearing from you to discuss how I may help you reach your business goals this year. 


Katelyn CapkoComment