Building a recognisable brand is far more important than many small businesses realise. In the old days, small business owners would have created a logo and stamped it all over marketing materials. They might also have run a full-page ad in the local newspaper from time to time. This would probably have been enough to establish the business locally, but in today’s internet dominated world, this approach is not enough to establish a recognisable brand.
Customers are bombarded with information every second they spend online. Brand loyalty is no longer a given and with price comparison websites popping up left, right and centre customers can pick and choose where they buy their products and services. It takes time and a good web development company such as Magora to build a user-friendly website and strong social media presence. Without this level of effort your company will struggle to build a brand people remember.
Engage on Social Media
Social media is a massively important part of brand building. Unless your business takes the time to develop a social media presence, you will find it hard to reach a significant percentage of potential customers.
When social media channels first found popularity, it was largely the younger generation who used them. Today this couldn’t much farther from the truth. Even silver surfers spend time chatting on Facebook or tweeting their followers. If you don’t have an active Facebook page and a Twitter account, your brand will suffer.
Invest in a Professional Logo
Brands are often linked to logos, so it is worth investing in a good quality, professional logo. If customers recognise your logo, you have hit the jackpot. After all, we are all familiar with the golden arches of a very famous fast food restaurant chain.
Use your logo on everything you do, from website pages to social media accounts. You can’t rely on a powerful and instantly recognisable logo to establish your brand, but it sure helps.
Reputation and brand are inextricably linked, so you can’t afford to ignore relationship management. Pay attention to what people are saying about you online. Use tools to track @mentions on Twitter and monitor your Facebook page daily. Good customer relations boost a brand just as much as negative publicity can harm it. Be honest about what you are offering and stay true to your company values. Anything less will harm your brand immeasurably.
Don’t Try to Compete with Big Brands
You can’t compete with the likes of Starbucks and Burger King, so don’t even try. Make the most of your status as a small and independent business and adopt a more authentic approach to brand building.
Be your own brand ambassador and remind your employees to do the same. Brand building doesn’t stop at 5pm on a work day. What you do in your own time can have just as much effect on your company brand, so be careful what you do and say online and offline, or it could come back and bite you.