One of the biggest challenges small businesses face is standing out among a sea of other small businesses… Don’t even get us started on stepping out of the shadow of the industry giants! As a small business owner, whether you are a solopreneur or you have a team working with you, you need to have a strategy in place to create a strong brand foundation so you can enjoy business success.
Here are six thoughts to consider to help your brand stand out in the crowd.
Showcase your brand personality
Brand personality gives your audience something they can relate to – that is what they will buy into, not just your products and services. You should take the time to define your brand personality at the beginning before you launch. If you never did, it’s ok, better late than never. Do this brand personality exercise!
Understand your audience
Once you know who you are as a brand, make sure you get to know who your audience is. After taking an in depth look at who you think your target audience is, you might realize that they don’t exactly match your brand personality, so you should consider reaching out to a different group of people that has the same values and interests your brand supports. The more connected your target audience feels to your brand, the more you will stand out. And don’t forget to treat them like VIPs!
Consider your brand integrity
Brand integrity has everything to do with your audience and how they perceive you. However, its defining factor is whether you deliver on your brand promise. When an organization is driven by their brand promise, and they deliver on it consistently, they will create loyalty among their audiences.
Brand consistency is the key to building awareness and long term recognition. Make sure to keep your visual style and message consistent across all platforms and outreach channels.
You will be more memorable if people feel you are invested in them long term. If you are only talking at people there is no way you will get to know them. Build relationships with your customers like you would with your best friend. Create meaningful dialogue and listen to what they have to say.
Don’t be blind to your weak points
It’s very easy to “wing it” because you don’t put in the work in advance to plan your branding out. However, you won’t see the results you want. Constantly revisit your strategy to make sure that you are on track. Ask yourself the tough questions about your brand and marketing outreach that need to be answered.
Remember, like anything, your brand is only as good as the work you put into it. If you hope to remain memorable in the long term among your target audience, you need to make sure you build a strong foundation in the beginning.
Candace Huntly is the Founder and Principal at SongBird Marketing Communications, an award-winning agency working to take organizational and individual brands to the next level. With a passion for all things related to creativity and strategy, she specializes in business intelligence, marketing & branding, content strategy & development, media & influencer relations, and social media. Basically, if you need to put your brand, product, or cause in the public eye, she will find a way to do it, while making the approach unique to you.
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