Every business has a brand. Some businesses build their brand proactively. Others let it develop by chance. If you want to build a strong, positive brand, be proactive.
Your brand, simply put, is how you define your company. It is your promise to your customers regarding your products and services and the overall experience you provide. Your actions define your brand while your marketing materials support it.
Follow these steps to build a strong brand:
- Build your brand on action. Some companies fail to see the connection between their actions and their brand. They believe that if they develop a slick marketing campaign promising quality products and services along with excellent quality care, this will become their brand even if they fail to deliver on their promise. Wrong! This is like building a home with sturdy walls and a flimsy foundation. The structure just won't stand. You must deliver what you promise.
- Reflect your brand in your marketing materials. On the flip side, some business owners believe that as long as they sell quality products and services and treat customers well, the quality of their marketing materials doesn't matter. Wrong again. You need to let customers know what makes you different from your competition. Otherwise, your competitor with a strong marketing program but only average products and services will far outsell you.
- Develop a message that speaks to your customers. A marketing message is a critical tool that sets you apart from your competition. Yet very few businesses take the time to develop a compelling message that can be used in a variety of settings, from emails to networking events. Your marketing message should be short - 25 words or less - and convey what customer pain points your product or service addresses, your solution, and what makes you different from your competition. Without a strong message, you will be forced to compete on price alone.
- Build your brand by design. Many businesses start out with a logo, business cards and letterhead and develop the rest of their marketing tools in a reactive mode - when some event forces them to do so. The end result is a different message and design for each marketing tool. If you want to build a strong brand, incorporate your message and unique image into every marketing tool.
- Stay the course. Customers and prospects need to hear your message consistently at least six or seven times before it begins to make an impact. If you did your homework and carefully developed your marketing message, design and strategy, stay the course. Give your marketing strategy time to succeed.
- Change if you must. While consistency is important, even the most carefully made plan sometimes needs to be tweaked. Evaluate your results on a regular basis and adjust your marketing as needed for even stronger brand growth.
May be reprinted with the following, in full: Joan B. Marcus, president of Joan B. Marcus Communications LLC, is a pro in all forms of writing -- from website copy to grant proposals, brochures to electronic newsletters. She helps small businesses and nonprofit organizations achieve their goals by developing and delivering their marketing message with impact. Sign up for a free newsletter and learn more about Joan B. Marcus Communications at http://joanbmarcuscommunications.com/
