Building a great brand does not happen by accident, and for many small businesses, it does not happen at all. If you are struggling to connect with your customers and build an identity for your company, you might want to rethink your branding strategy.
There are many different ways to build a solid brand, and every business will need to adapt its strategy to meet its needs. Even so, these three branding strategies should be part of every small business marketing toolkit.
1. Start With a Great Logo
They say a picture is worth a thousand words, and that is certainly true when it comes to branding. When you see the famous golden arches, you instantly know a McDonald's is nearby. When a car with a stylized U pulls up to the curb, you know your Uber ride has arrived. Those iconic logos come from vastly different companies, but they are both integral parts of the firm's branding strategy.
You may not have the market capitalization of a McDonalds or an Uber, but you can still design a killer logo - one that reflects your brand identity and tells viewers what your firm is all about. No matter where your branding takes you, starting with a great logo makes a lot of sense.
2. Tell a Compelling Origin Story
Origin stories are not just for superheroes; a compelling tale of how your company got started and the impetus behind your ideas can give your brand a real boost. If you have not taken the time to tell the story of your company, your branding strategy is not complete.
Your origin story does not have to be elaborate, and it does not need to be the stuff of superhero movies. Merely sharing the story of how your company came to be and the obstacles you have faced along the way can help you connect with your audience on a personal level, a touch that can significantly enhance the value of your brand.
3. Connect With Your Customers
Smart outreach is something you should be doing every chance you get. Some businesses try to hide from their customers, taking the "no news is good news" approach. Other business owners know better.
Those smart business owners know that a lack of complaints does not mean they are doing everything right. They know that reaching out to customers is one of the best ways to build their brands and connect on a personal as well as professional level. Whether you use social media, comments on your blog or some other strategy, creating a solid connection with your customers should be an integral part of your branding strategy.
Whether your business is a brand new startup or already a going concern, improving your brand identity is a great way to boost your profits and gain more customers. There are many ways to build a brand, but every small business should be using the three crucial branding strategies outlined above.