Your brand is your story, and it goes beyond the words on your About us page. It’s the way you interact with your clients, contractors and suppliers.
Identify your target market
The more specific you are about who you’re brand is for, the problems it solves and how it makes your market feel, the more likely your target market is to connect to it. They’ll feel like they’re being spoken to, as if this brand was designed just for them. And let’s face it, who doesn’t want to feel valued?
Make sure your business brand resonates
Your business brand is your humanity shining bright for your clients to see, even in a world dominated by technology. To make it resonate with the clients you want to attract, ask yourself these questions:
- Who is my brand for?
- Why this brand?
- Why this brand now?
- What pressing and immediate problems do I solve for the people I serve?
- How does my brand currently make my clients feel?
- How do I want my brand to make my clients feel?
- Is there a disconnect between how I want them to feel and the way they’re currently feeling?
- What actions can I take to give my ideal clients the unique brand experience I have to offer?
The more deeply you know your brand, what it stands for and who it serves, the more you establish trust and loyalty with your clients.
Pump up the volume – but keep it real
Whenever I work with clients on their business brand positioning, I urge them to turn up the volume on their brand.
That doesn’t mean you need to channel Richard Branson or Oprah. While they’ve both built incredible brands, there’s no point trying to imitate them, because those brands are theirs.
In building your own micro-brand or branding your small business you need to take a similar approach, and find a brand that’s uniquely yours. Take complete ownership and let it reflect who you are, what you do, how you do it, and most importantly, who you do it for.
Tell us, what’s your business brand, and how does it reflect who you are, and who your ideal clients are?
“ The more deeply you know your brand, what it stands for and who it serves, the more you establish trust and loyalty with your clients. ”
Michael Neaylon is a brand, marketing and sales coach, speaker, and author of the book 'True Brand Toolkit: How to Bring in Big Money For Your Small Business.'
