Broker Check

Creating Your Company’s Brand

| December 28, 2017
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As a small business entrepreneur, you want to shake things up a little bit, get your company’s name out there, and grow your business. In short, you’re ready to create your brand. 

For branding efforts to be successful, your company must become synonymous with the image you create. Smart branding instantly connects your market to your business. A dynamic, unforgettable strategy is essential to the success of your marketing campaign. 

The goal is to make the name of your company one and the same with your specialty. You want your business to have immediate name recognition, be well-known for clearly defined services, be the first choice that comes to mind when consumers need your product or service, and attract word-of-mouth referrals. 

In order to achieve these results, consider taking the following actions: 

  1. Coordinate a branding committee composed of key employees. Their job will be to decide upon the company’s most distinguishing factor. Topics for discussion can include your location, price, experience, reputation, talent, and/or company focus.
  2. Research how your company will measure up against competitors with an answer to the following question: How does your company stand out and rise above the competitors?
  3. Once you’ve determined your brand, develop your branding language, which should be meaningful, important, true, timeless, and unique. If the messaging is not up to these standards, spend the time rewriting the message until you get it right. If your budget allows, you may want to consider hiring a freelance copywriter to tackle this project.
  4. Test your results. Create focus groups comprised of clients and prospects in order to assess whether your messaging can be easily understood, important, and appealing.
  5. After your brand has passed muster, your team can now create a strategy to communicate your brand’s messaging to the public. 

Perhaps the most important objective to keep in mind is originality. As your company creates its own standard, remember that innovative and fresh campaigns attract the most attention and are more likely to grow your client and prospect base.

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