Hello, and welcome to the third and final installment of my Branding 101 series! If you missed them, here are part one: Small Biz Branding 101: So what is a brand, exactly?, and part two: How to Discover What Makes Your Brand Unique. And without further ado, I give you part three…
Now that you know the basics of branding, and you have a good idea of what sets your business brand apart, it’s time to put that knowledge into action. This is the most important part of all: taking your brand identity and using it to reach your target audience.
This is a three-part strategy, which you can use at all stages of your business to position your brand strategically in front of your ideal customers.
- Live It: Stay true to your brand values! Once you know what you stand for, don’t deviate from that. Your customers expect certain things from you (for example, value, quality, or customer service), and they won’t appreciate being disappointed.
- Talk it Up: Make the defining characteristics of your brand known to the world; shout it out on your Twitter profile, post it on your website, explain it in your brochure, and so forth. Leave no doubt in people’s minds as to what you stand for and what makes your company different from the rest.
- Present It: Showcase your brand’s personality in your design and copy, as well as in your content. Make it easy for people to discern what makes your business unique with only a brief glance at your website home page, your business card, your logo, or any of your other marketing materials.
In a nutshell: use your marketing efforts to communicate your brand to your audience. Once they know what makes your company special, and what you have to offer, the door is open for them to become your followers, customers, clients, supporters, and loyal patrons. Thus is the power of branding.
About Barbara Austin
As the graphic designer & founder of Sweet Dreamz Design, Barbara loves working with women entrepreneurs to brand their businesses. She shares a variety of small business advice and anecdotes here on the blog. Check back every week for new tips, inspirations, and how-to articles, or subscribe to get regular updates in your inbox each week!