#Biz Branding: How to Build Awareness and Create a Strong Identity

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Biz Branding: How to Build Awareness and Create a Strong Identity

A business that has a strong brand is consistent, dependable, and welcoming. Even if you don’t sell a “fun” product or service, offering consistent results every time that a client or potential client walks in can greatly increase your ability to bring back clients. Read on to learn how to create a business brand that builds awareness and creates a strong identity.

Using Brand Strategy

Take the time to think about your brand strategy. To start, consider the following:

What’s your purpose? List what drives your efforts.
What is one consistent portion of your message that you always share? Surveys may help you define this.
How do you tap into the emotions of your clients to gain their loyalty? Customers and clients that bring in referrals can often answer this.

Be on the lookout for data to answer the questions above. Be ready to go back to them to attempt to expand or grow your business each quarter. If you find data lacking, you may need to gather more information from your clients, your bookkeeper, or your bank.

Controlling Your Message

Your message can be shared by

your employees
your customers
your social media presence or manager
logo design
signage

If your message doesn’t agree with your presentation, your brand identity won’t ring true. For example, if your business is bookkeeping and you offer detailed services but your signage is not clear you may lose a potential customer.

For those who aren’t in a good place to change up your logo, get it in front of a proofreader. Yes, your message may only be 5 or 6 words long. However, if you have been working on this for a while, you’re going to read what you want to say and not what you’re saying. Proofreaders can save a great deal of embarrassment and printer ink.

Brand Your Writing Materials

While it may be harder to match the prices of major retailers or get the same reach of a top-tier online retailer, you can focus on branding through customer service and personalization. You can create brand awareness by using custom business stationery.

From your business cards to thank you cards, your stationery can garner a special place on a work bulletin board or in the pocket or purse of a very loyal client. Small business owners have the luxury of being able to build community while they offer their products.

Consistent Production

Make sure that your products and services are of consistent quality. If you find yourself a candle blazing at both ends, you will have to bring in more help. Building a business can be rewarding, but if you destroy your energy level and your relationships in the process, your business will succeed.

Expand with an eye toward your brand strategy. If you offer a financial service and find your original interest becoming saturated, you may want to offer an additional service in a related field. If you were offering investment guidance, talk to your current clients about

College funds for children and grandchildren
Long term care and insurance
Retirement funds

For example, you may want to offer investment tips to raise short-term funds for home updates and get a blog post from a guest writer who has skills in slightly altering homes to make showers and staircases a bit safer.

The fastest way to kill your business is to stop growing. The fastest way to make sure your business doesn’t launch at all is to fail to put a brand strategy to work in the first place. You have products, services, and expertise to share. Your brand identity can help you determine when and how to offer those items and services.

by Sierra Powell

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