Many marketing guides for small businesses are written by marketers who have already become adept at principles like content marketing, analytics, and technical jargon needed to understand advanced marketing principles. And while these guides can be filled with great information, these guides will not help you much in your quest to brand your own small business when they are written in a language you are unable to decipher. The following marketing tips are written in a way that is simple to understand and will prove helpful to your branding efforts.
Create a Buyer Profile
It is important to remember that the goods and services you intend to sell are being targeted to human beings. Your job as a marketer is to identify potential customers who both share the ideals of your company and possess a need for your products or services. A buyer profile is a description of the potential customer you want to reach with your message and will make it easier for you to find your target. Personalize your profile by giving a name to the potential customer. Also, flesh them out with attributes like age, education, levels, and interests.
Set a Consistent Tone
The tone of your company will be decided by how you choose to deliver your marketing message. The tone you choose should be one that will resonate with the people included in the buyer profiles you created earlier. For example, if you are selling clothes and accessories aimed at twenty-somethings, a friendly or casual tone will probably go over much better than a tone that is somber or professional. Also, make sure the writers you work with understand the tone used for your company’s marketing message if you choose to outsource content creation. The brand of your tone must be consistent among all avenues such as content marketing, promotional products, and social media.
Identify the Values Possessed by Your Brand
Once you have established what your brand stands for it will become much easier to communicate your brand’s values to customers. You can start the process of identifying brand values by taking a moment to write down the principles that are important to your company and how you plan to communicate these principles to your customers. For example, if your company cares about the protection of the environment, you should do things like using green energy sources or recyclable materials that align with this value.
Make Consistent Blog Entries
The importance of consistent blogging to your marketing efforts can never be stressed enough. More than 80 percent of Americans say they have confidence in the information they access through blogs. Thus, blogging can potentially provide more benefits to your branding efforts than most other forms of advertising and promotions. Your blogging efforts should include writings that both interest your customers and deliver value to their lives. If you do not possess the time or inclination to write blog entries on a regular basis, hire someone to do so.
Be Your Own Brand
There is nothing wrong with studying how a larger company in your industry positions itself in the market. However, you should not try to imitate a brand simply because they are larger or have been in business longer. In fact, some larger brands are seeking to mimic the feel of the independent brands that have recently become popular with consumers. When you stay true to your unique and independent nature, you will attract a customer base who is more interested in businesses that operate in an authentic and original fashion than they are in previous name recognition.
The Bottom Line
Developing a strong brand will allow you to gain trust and credibility among customers while communicating what your business hopes to achieve. You will also provide yourself with a blueprint for achieving these goals. For small business owners, figuring out the branding process can have as much to do with the success or failure of your business as any other single factor. The five tips above will provide a solid foundation for small business owners who are concerned with branding their businesses.