Question 9:
What is branding and why is it so important for
my small business?
Trick 9:
Branding,whichconveysyourproduct’s/service’suniqueness,
includes your advertising and marketing communications.
Think about branding as the sum of feelings that your customers carry around
in their head about your product or service.
ndthatencompasseseverythingthatyou’regoingtodoorhavedoneinthe
marketing area, starting with the name of the product, moving on to the logo,
including the colors that you use, the packaging, etc.
So, how do you start creating your brand image?Well,askyourself,“WhenI
say my brand name, what picture do I want my customers to have in their
mind?”
Start with your product/service. You have to understand your product and
what its primary benefits are.
Then secondly, look at your customers and see what their primary wants and
desiresareandseewherethefitiswithyourproduct’sbenefits. Most brands
onlystandforoneprimarybenefitatatimePeopledon’tcarrymultiple
benefits about a brand in their head.
So really spend some time pinpointing that one thing that your brand stands
forWhatimagedoyouwantinyourcustomer’smind and what top-of-mind
statement do you want them to recite when they think of your company?
For small business branding, the lesson is when you do a good job
owning/preempting the right customer benefit, it can make you No. 1 in your
market. And, it is actually possible to transfer your brand image to different
products within a category or a niche.
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