Build Your Small Biz Brand in Three Easy Steps

In the days of the Wild West, the cattle brand differentiated one rancher’s cows from another’s, which proved to be important when a fence was broken and a cow escaped. Branding for small businesses works in much the same way. It makes you unique and can make the difference whether your customers decide to do business with you or the store down the street.

Three Steps to Building A Successful Personal Brand

Establish your unique talent and expertise. What are your three greatest personal strengths? What two or three things can you do better than most of your friends? In the management and operation of your business, what do you know most about? What can you absolutely do better than anyone else you know? What products or services do you offer in your business that are better or more innovative than your competitors.

Communicate clearly the uniqueness of your personal brand. Let your current and prospective customers know exactly who you are, what is important to you, what you are passionate about and, probably most important, what they can always expect of you. But be aware that customers will notice if your actions do not match your stated values. If you brand yourself as the phenomenal customer service provider, but people have bad experiences with you and you do not seem to follow your own advice, you will be seen as untruthful and, worse, not to be trusted.

Communicate your brand consistently and through multiple marketing channels. Focus on delivering messages that reinforce your brand identity—every time you interact with a customer. Educate your staff so they know that every interaction is a chance to promote your brand—through your office culture, service delivery, the way staff answer the phones, customer service transactions and the more traditional marketing channels, such as newsletters, brochures, flyers print ads and e-mail messages.

© Marketing Hotspots 2008 - Vol. 1, Issue 2