What is a brand? Is it the sum of a products a company makes? Is it the logo or general design used to promote a business? A brand is all of these things, but it all falls under the umbrella of perception and projection. Your brand is defined by the way consumers perceive you and by the way you project your company, both on an external basis to potential customers and on an internal basis to employees who are part of the business.
The mission of getting your brand seen by enough customers from your target market to achieve substantial and stable sales without going overboard and deterring potential clients is difficult. There are no two ways of looking at it. Of course, that doesn’t mean small businesses can’t survive or build a respectable, enticing brand in such a competitive marketplace of huge national and global players in all industries. If you’re wondering how your business can compete, here are some tips for getting your brand seen without being overly-keen.
The best way to get your brand seen is to understand the most popular platform, and that, in the modern age, is the internet. Whilst traditional forms of marketing will get your brand seen, you’re just not going to get word out there on the same scale as your competitors who are using the online world to target their potential customers. The simple fact is that more people than ever browse the internet looking for particular goods and services, which means that even businesses which operate on a local basis could be missing out on customers from their target market by failing to use online marketing to push their services.
You need to understand social media and the way in which content can be shared to push the name of your company, but, perhaps more importantly, you need to understand search engine optimisation or SEO. This involves pushing your website or social media profiles up the rankings on search result pages for Google and Bing. Simply put, this means your business will show up before your competitors when people search for services related to your industry. Attractive design of your site, its content and the branding used has the benefit of both ranking your business more highly in results and impressing customers more when they come across your site.
A real image.
People want to buy from businesses which are run by other people with real human values and a desire to care for customers as more than just the means to a cold, corporate, profit-based end. Your company needs to incorporate the human element into its brand image and make a big point of explaining how certain employees in all manner of positions have striven to create the community that your business is today. You need to put names to faces and provide a little background into why specific people created the organisation in the first place.
Customers expect more than an innovative new product; they want innovate people who project a sense of professionalism and a desire to always achieve a quality finish with the products or services they create. Customers want a reliable company, and that means the workers must be reliable. Your employees need to be working hard to show what your business can achieve. You could look into advice for putting together a professional corporate presentation design if you’re unsure as to how you can make your mark on potential clients. It’s about being professional and hard-working behind the scenes, but also representing the face of your company to the external world in a way which proves how hard-working, organised and professional your business is.
Existing customers are your friends.
The reason mutual loyalty and respect should be built between a business and its clients isn’t just to keep those same customers coming back, though that is a positive. Loyalty is crucial because it gives customers the impression that your business is in it for the long haul, and that encourages people to start seeing your brand as a real brand, rather than a company which projects a caring nature and great service on the surface but doesn’t actually care about its customers underneath all that.
If you want to prove to your clients that you value their loyalty, you could reward them for their continued custom through discounts and other great deals that one can only get for having purchased goods or services from your business before. This, along with a referral programme, perhaps, has the benefit of eventually leading to your existing customers telling friends and family about your business. Word of mouth marketing is a brilliant way to get your brand seen on a larger basis, and all it requires is genuinely rewarding customers, rather than seeing them as a one-time buyer.