A strong brand that creates interest in your company or product and depositions your competitors can take a small business from suck to success.
Everything starts with your brand. That’s not your logo, your colors or your name. It’s an authentic, unique and simple message about who you are and what you stand for. In other words, it’s what people think of when they think of your business.
With a focus on those three key elements – authentic, unique, simple – start asking yourself questions and be honest.
- Why did you start your business?
- What are your core values?
- What you do better than your competition?
- How you want people to feel when they buy from you?
- What do you do really well?
- What do you do poorly?
Define what you do great and what your competitors don’t, then focus on that. It’s easier to be the only one in your lane than trying to be the best in a crowded lane. Think you’re ready to turn those values, themes and core differentiators into a brand statement? Here’s how we like to hone in on it.
Start with a sentence that highlights what you do well, differently and the value you provide to clients and prospective buyers.
Narrow that down to a phrase that’s 7-10 words, at most.
Now reduce it again, this time to 1-3 words that really sum up who you are.
It’s simple, but effective. Write that brand statement down, put it on your computer, make it your homescreen, put it on the cover of your employee handbook. Run everything you do from customer service to marketing and every possible point of contact with your audience through that filter. Does this email communicate my brand message? Does our storefront? Does our website? Do our employees in the field?
Need help defining your brand? Email me at firstname.lastname@example.org and I’ll ask you three questions that cut through the fat and get to the core of your message.