Branding Your Business Part 2
As I noted in my previous post, Branding Your Business Part 1, branding is all about how your customers perceive your business. Your brand is the promise that you make to your customers. As you develop it, it’s important to keep your ideal customer in mind.
When branding your business, the goal is to spark an emotional connection between your customer and your business. If you accomplish this, you create a loyal following of people that are happy to do business with you.
Most customers are loyal to products they like or services that offer value to them. It’s common for a customer to be attached to a brand and not even consider buying from another. If you ask people who drink Coke if they like Pepsi, nine out of ten will say no.
Along with knowing who your ideal customer is it’s also a good idea to find out what they think of your business.
– Do they know you exist?
– Do they have a clear understanding of what you offer?
– Do they have any negative impressions of your business?
– Do they have any positive impressions of your business?
– Do they see you as trustworthy enough to buy from?
A good way to find out is to survey your customers. This will give you valuable insight into what your customers think about your business.
Here are some points to consider:
Quality – How well do your products satisfy customer needs?
Value – Do your customers put a high value on what you offer?
Visual – Is your business/products visually appealing to consumers?
Senses – Can you use smell, taste, touch and sound can make an impression?
Personality – Can consumers relate to your business on a personal level?
Emotion – Does your business appeal to consumers emotional state and needs?
When it comes to building a strong brand, perception is everything. Especially when you’re trying to stand out in a competitive niche. Being perceived as “the best” in a customer’s mind can be the difference between success and failure.