It’s easier than ever to start a business. But breaking through the white noise of countless competitors takes gumption- and a solid branding strategy. Your brand defines who you are and what you do for your customers. It shapes their perceptions about your company’s personality and purpose.

Branding is powerful. People search for Starbuck’s green mermaid logo on a road trip rather than grab a coffee at the gas station, because when they see the logo, they know what they’re getting. And it’s more than a good cup of joe. They’re buying the reassuring feeling of comfort and familiarity. It’s worth every penny.

Your brand determines whether your business is recognized by a potential customer. A solid brand will catch someone’s attention and motivate them to act. It’s the heart and soul of your company. A business needs to invest in creating a strong brand if it intends to thrive. A savvy owner recognizes opportunities to strengthen their reputation and nurture loyalty through their branding decisions.

Define your company’s purpose.

Why are you in business? What problem are you solving? How are you making the world a better place?

If you don’t know where you’re going, you’re going to have a hard time motivating others to follow you. You have roughly 8 seconds to catch the attention of a potential customer. If your branding message is too fuzzy for them to clearly understand, the voices of your competitors will drown it out. They’ll move on.

On the other hand, when a customer is captivated by a shared motivation, they’re more likely to stick around and hear what you have to say. Your branding will reach the customers that are a good fit for your business.

Determine who your customers are.

You can’t be all things to all people. This is a good thing! Defining your target audience gives you the freedom to focus your branding on the people that will most benefit from the product or service that you offer.

Online Marketplaces give brands the ability to find these customers and get their products in their hands. Website promotional offers can also attract potential customers.

Happy customers generate a buzz for your products by leaving favorable reviews and generating brand awareness through word of mouth.

Look for places to add value.

When competition is fierce, it can be tempting to undervalue your product and cut prices to attract new customers. Instead, add something of value to your offer, such as a cash-back rebate for specific items that they purchase.

These offers are a win-win: they generate traffic to your products, and customers save money.

What do you offer that other companies aren’t providing? Let your customers know about it! This inspires loyalty. Customers will keep coming back.

Build a network.

Seek out opportunities to professionally develop by connecting with other business owners in a similar season of growth. XXXX created a Facebook group XXXX. He has a passion for bringing people together so that they’re able to learn from each other.

It may feel counter-intuitive, but try reaching out to competitors. There’s a big difference between viewing them as threats, or as comrades. The former mindset is a scarcity mentality; they’re only threatening if you assume that there’s a fixed number of customers. It’s not true! You’ll miss out on growing your customer base and your friendships. These networks model cooperation and generosity. You’re practicing what you preach. 

Brand bravely.

Don’t be afraid to take a stand on social, cultural, and environmental issues that are consistent with your company’s values. Stand out by being bold. You’re demonstrating integrity. It generates camaraderie with like-minded customers.

Deliver on your promise.

Support your customers throughout their entire journey from product inquiry to purchase, to build brand trust. Customer service is an excellent way to provide personal human touches. It’s also a way to understand your customer’s needs, so that your company can incorporate the feedback into future decision making. Reliability is demonstrated, and likeability is discovered. Trustworthiness is earned. These are organic results. You can’t get them any other way.

Jeff Bezos is famously quoted as saying, “Your brand is what other people say about you when you’re not in the room.” When you’re intentional about building your brand, your customers recognize that your message matches your actions. They’re going to stick with you. You don’t have to worry about leaving the room: your customers will be your champion in your absence.

Photo by Hal Gatewood on Unsplash