Marketing is critical to the success of any business, and it’s important to embrace a philosophy which effectively promotes your brand.

A brand is essentially the image your company projects to the public (relevant to your target market), what you offer, and how you deliver on products and services. Effective branding creates a positive perception of your business, which ultimately drives results. Your goal is to create a cohesive image that aligns with your company goals, which should be consistent with your overall business objectives. As a small business, it’s important to understand branding is more than a logo, but is your holistic identity, and represents a tremendous opportunity for growth.

Though logos, taglines, and visible elements on your website are crucial for luring prospective customers, branding usually goes deeper than the eye can see. Correct branding, which should be consistently applied across all factions, can help differentiate your product/service from the competition. Good branding creates memorable companies that are spoken highly of, and most importantly, not forgotten. It can breathe fresh life into your business, paving the way for rapid sales growth by promising an undeniable customer experience.

Correct branding influences customers’ purchasing decisions, to build positive emotions, associations, and memories in the minds of consumers. The stronger your business brand identity, the more likely you’ll build loyalty that generates profit and growth, factors which are critical to the success of any company.

Branding allows companies to truly demonstrate their superiority, and make a bold promise on what you can be relied on to deliver. With the correct message, you can connect, engage, and move people to take the actions you want them too. Branding shouldn’t be reserved for corporate brands, and as a small company, never neglect the power of branding.

Here are six steps to help you on route to creating an effective branding strategy:

1. Incorporate A Great Logo

A strong logo conveys the identity of your business, and should incorporate a distinctive graphic. Elite brands use logos that represent their business and are instantly recognisable, and though this is only one element of your brand, an effective logo will strengthen your business identity considerably. A great logo needs to be visible and clear, using colour schemes and fonts which are consistent throughout your company materials (whether on a quick books check or stationary), and be printable in any size or colour.

2. Define Your Brand & Target Market

Your brand should reflect the product/service you offer, and the type of customers you aim to attract. Be certain to evaluate where and how your business fits in the marketplace, and as the foreground for further business development, understand your target audience and the type of customers you want to attract. To create an effective marketing plan, you must first understand consumer needs, values, and wants, before developing a solution which addresses the problems they face.

3. Strong Brand Purpose Statement

Establish an inspiring, underlying purpose for your brand. Successful branding speaks to a well-crafted vision and mission statement connecting with your core audience. On a deeper level, craft an inspiring brand consumers fall in love with, which will motivate them to purchase from you instead of rival companies. It is important to include a call of action for exceptional performance, which should be consistent throughout every component of your brand.

4. Differentiation

Offer and promote something distinctly different from the competition, and promote how this will directly benefit the customer. This will generate more sales as you become the preferred choice among your target audience, who will view you as fresh, original, and unique. You can then promote your brand marketing content in a way that separates you from the rest, and be associated with excellence. Sell ‘me-only’ value, with an allure to provide something others can’t.

5. Promise

Your brand’s promise statement should capture everything you want your consumers to buy into. Telling consumers about the product or service you provide is valuable to them, but doesn’t necessarily relate to what they want to buy per se. This is often a short-term initiative orientated around quick sales, but what’s more important is making a whole-hearted connection, touting mouthwatering benefits, and great value. This will help your company have longevity, a branding initiative that hones in on long-term results.

6. A Compelling Message

Messaging shouldn’t be glossed over. The way you convey your message is as important as the message itself, and it should be engaging, emotionally-based, and send a lightning bolt to the heart of your buyers. Loading up on your messaging techniques on various platforms will help you attract buyers, and ultimately convert more leads into customers.

I hope you have found this article informative, and remember to nurture relationships with engaging content through multiple media channels (email, social media, blogging).