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Five ways to catapult your brand as a small business

brand

As a modern business geared up to achieve success, having a brand that is immediately recognisable and associated with positive returns by the target market is essential. It is one of the focal points of doing good business with sustainable growth. Effectively, if the target market sees you in a positive light, then it is easier to convince them to buy your product or service.

Here are five important aspects to take note of when boosting your brand’s success:

1. Define who you are

The first thing to do is define your brand identity. What does is stand for? What are its values and what does it offer the target market? It is essential to connect with your customers on a high level, and this base understanding or fundamental brand representation is paramount.

2. Set your banner

Stemming from the above, you need to decide how you want to be perceived visually. Your company colours will differentiate you from other businesses and make you unique and personalised. Take Facebook’s blue F for example or Microsoft’s yellow, blue, green and red. They are a distinctive way of not only being easily identifiable but also memorable. Consumers then more readily associate such visual trademarks and representations with the product or service you are selling, invariably connecting your brand more with that particular offering.

3. Instil continuity

There should be consistency and uniformity in all the things that your business does. Whether it’s customer support, email marketing, advertisements, or maintaining your online presence – the customer must see the brand consistently portrayed in the same manner. This burnishes and preserves an image onto the customers – one of reliability and professionalism, again keeping the brand top-of-mind.

4. Become the expert

In order for customers to trust your business they have to trust the people who work for the company as well as the knowledge, advice and solutions offered. In order to achieve this they have to consider you to be an authority in your field. Therefore, the company must present and market itself as an expert, through the appropriate brand communications. This can be achieved by representing the industry on mass media platforms like radio, television or in the newspaper.

However, social media, content marketing and participating in community events are affordable and effective ways to achieve great brand recognition for a small or growing enterprise.Nonetheless, the market is inundated with various gimmicks and tactics, so keep in mind your customers are looking for genuineness and authenticity. In order to avoid being filtered, the only sustainable way is to seek to be an expert to your market be it community-wide or country-wide. This way when you offer free advice or promote your authority, the response will be equally sincere as you attract the right customers seeking your help and solutions.

5. The logo should more than just a sign

Further to the above point on setting your banner, the logo itself is an important visual component. By being more than an icon, it should represent a business that respects people and engages them on a higher plane, respecting their intelligence by not giving everything away up front. There is also a trend towards simpler designs, and this is evident by looking at some of the major brands all around the world. While being recognisable for your brand and industry is never bad, the logo and trademarks should generate some intrigue and allow clients to unearth more about your brand for themselves. This is the way to foster unofficial brand ambassadors who revel in telling other people what they have discovered, while galvanising great word of mouth for you.

If you are seeking to catapult your brand recognition, then it starts with understanding some fundamentals. The above pointers will steer you in the right direction, and if well applied to your existing model, will be beneficial in boosting your brand and products or services.

Proudly brought to you by the National Small Business Chamber (NSBC).