Make no mistake about it; a recognisable and lovable brand image is the most valuable asset a business can have.
According to a Nielson survey, 59% of consumers prefer to buy new products from brands familiar to them. Think about it. When you buy running shoes, you will go to the same few businesses and rarely try out new ones.
So what does this mean to you? As a small business, you are competing against the big brands who have thousands of devoted customers and unlimited marketing budgets. That is why you will need to find various ways to differentiate with a robust brand building process of your own.
Simply put, your brand is defined by how customer’s see your business.
A successful brand has to be consistent in communication and experience, across many applications:
The definition of brand building is to generate awareness about your business using marketing strategies.
Who are you trying to sell to? Is it single mums, business owners, or is it people who play a specific game. No matter who your target audience is, you will need to have one in mind. If you don’t, stop reading now and come back when you do.
Have you thought about your brand mission? What is your businesses goal? How will you know what you’ve done has been successful?
HBHostings mission statement is “To be Australia’s best web hosting provider excelling in customer service.”
Nike’s mission is: “To bring inspiration and innovation to every athlete in the world“.
You should never copy or imitate what your competitors are doing, but you should see what they are doing right and what they are doing wrong, and do it better.
What makes your brand the best?
A strong brand style guide will include the following things:
A brand voice could be:
This part of the brand development process goes beyond your logo and tagline to define the critical aspects of:
Your brand image never stops. Whether they walk into your office, go onto your website or see a facebook post about you, they should instantly know which business they are dealing with.
Unless you decide to change your brand into something more effective based on measured consumer response, consistency is key.
If you won’t advocate for your brand, who will?
No one knows your brand better than you, so it’s up to you to spread the word.
“To be Australia’s best web hosting provider excelling in customer service”
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