Building a strong brand

Your brand is NOT your logo, signage or website… your brand is the sum of every interaction a customer has with you. From how you drive your car, answer the phone, pay your bills, how your staff conduct themselves, the speed to answer an email, your advertising, sponsorships, packaging, uniforms, proposals, social media comments… ALL of it is your brand.

Many small business owners think branding is simply a logo or advertising, and something only big companies need to worry about. They might feel it’s “fancy marketing stuff” that doesn’t make a real difference. But the truth is, having a strong brand is crucial for businesses of all sizes.

The power of brand

You run a local business. You’ve got skills and you offer great products or services, but so do others in your area. How do you make sure people choose you over the competition? This is where a strong brand identity is important.

When a brand is consistent, it builds trust, and when there’s trust, it builds enquiry, and then when a customer is in the market for what you offer – bam, you’re front of mind. It doesn’t guarantee a sale, but a strong brand presence creates top-of-mind awareness, and you begin to “own” a little piece of real estate in someone’s head.

How can you build a strong brand

Create brand guidelines

Know your brand. Who are you, what do you stand for – are you funny, serious, down to earth, sombre, clean, dark, classic, uber-modern, fresh, quirky? How is your logo to be treated? What are your colours, fonts or image rules? You should be 100% clear on what your brand is/is not and ensure your whole team understand.

Your logo is simply a visual representation of your brand and is often the first thing people will see about your business. Make sure it’s clear, simple, unique and represents what you do. Make sure it fits who you are.

Be consistent

Always use the same colours, fonts and style in all your marketing materials. Whether it’s your business card, website, car, uniforms, packaging, flyers or a sponsorship advert, consistency helps people recognise your brand quickly. The All Blacks, Toyota, Sanitarium, Microsoft, Whittaker’s… they don’t muck around with their brands – why should you?

Be responsive and communicate your brand values

When someone reaches out to you, respond appropriately. Whether it’s a question on social media, an email or a phone call, being responsive shows that you care about your customers and are professional. If you’re a quirky brand, be quirky, if your brand is serious, be professional.

If your advertising says you’re the fastest/spiciest/cheapest/best in town, then make sure you live those values in your delivery!

Why it’s worth it
Building a strong brand takes just a little time and effort, but it’s worth it.

A visible, recognisable, consistent brand helps you build market share, stand out from the competition and attract more customers, and ultimately builds brand trust and loyalty. When people remember your brand and have a great experience with it, they’re more likely to choose you over others, and then brand loyalty and advocacy kicks in.

In conclusion, no matter the size of your business, having a strong, visible, consistent brand is essential. It’s not just for the big players with big budgets. Start with having clear brand guidelines, and communicating to your team what your expectations are on how your brand should be treated.