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“But … We Can’t Afford to Do Branding”
Actually, you can’t afford not to. Sure, branding can get incredibly expensive if your idea of branding is a nationwide television and print campaign. But it doesn’t need to be.
Here are 4 tips you can start on today to help your small business create, build and reinforce brand:
-Start with clarifying what your brand stands for. What’s that “one thing” you want customers to think of, when thinking of your company? Are you the most knowledgeable? — that is, your representatives can help the customer choose options in a complicated product environment; Speed — such as your 10-minute lunch menu, or same-day delivery, or fastest time to create a customized solution; high quality — especially when all the competition is low quality;
-Think it through. If you or your team are confused about that “one thing” that sets your company apart, customers probably will be, too.
-If you’re not sure what this is, find out. Schedule a strategy session and hash it out with your team. Do a customer survey to ask existing customers what they value most. Start asking new customers what made them choose your company or product or service.
-Try to limit it to one thing or at most two things you want your brand to be known for. If you end up with a laundry list of 20 things, go back to the drawing board and narrow it down. Customers don’t choose a vendor for 20 reasons. It’s usually one or two reasons that push them over the decision edge.
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