Creating a strong brand is one of the most important things you can do for your business. Many small business owners think branding is only for big firms with big budgets. The reality is, if you have a business, you have a brand, and, no matter the size of your business, making sure your brand is memorable should be a top priority.
Factors such as the personality of your company, your office décor, the people you hire, and the way you treat customers combine to create an impression of your company and a feeling for what it’s like to do business with you. Controlling these factors to build a unique and identifiable brand is the key to turning prospects into customers, which translates into more money in the bank.
Branding builds trust and loyalty.
People want comfort, happiness, and satisfaction in their lives, and they get it in part through the products they buy. If the brands they use consistently provide a positive experience, consumers form an opinion that the brand is trustworthy, which gives them peace of mind when they are making a purchase. Consumers who trust a brand tend to be extremely loyal, and loyal customers are more likely to continue to frequent your small business and spend money on your products or services. They will also be more willing to become ambassadors for your brand, eager to share their positive experiences and refer their friends and family.
Brands add value.
Consumers pay a premium for branded products or services that have successfully created a perception of quality and consistency. While customers may be attracted by the look and feel of a branded product versus one that is generic, the company’s popularity or cultural status often carries equal or even greater weight when it comes to making a purchasing decision.
Leading brands are more than just what they have to sell: they find their way to their customers’ hearts and create an emotional connection that influences how they feel about the company and what it represents. In this way, building a strong brand will increase the value of your company and make it easier to acquire new customers.
Brands differentiate.
In a marketplace that offers consumers infinite choices, often right at their fingertips, it’s more important than ever that people remember your company. A well-defined brand ensures that you stand out in a sea of competitors by emphasizing factors that set your small business apart, such as quality craftsmanship, superior product knowledge, and personalized customer service. Your company can have the most interesting products or services in the world, but consumers need a reason to buy them. Effective branding educates your target audience, clearly defining what makes your products or services different and desirable and communicating in a language your customers understand.
Branding establishes credibility.
A brand represents how people know your business and how they perceive your reputation. If people have never heard of you, they may feel it’s too risky to buy your products or services. Being consistent with your branding and keeping your name front and center with your target audience will help establish your small business as an authority in the marketplace. When you deliver day in and day out on what your brand promises, customers will begin to perceive your business as reputable. This is key to building trust and driving sales.
Keep in mind that good branding is more than just a memorable logo or killer website. Your brand identity encompasses the characteristics and values of your organization. When your brand identity also reflects your target audience’s values and needs, it helps consumers feel connected to the brand. In fact, 64% of people say that shared values are the primary reason they have a relationship with a brand.
Branding helps determine your price tag.
How your small business sets the prices for its products or services is heavily influenced by your brand identity. If your brand is synonymous with innovation and quality and you consistently provide a premium product and impeccable service, a high price is consistent with your audience’s perception that they are purchasing the best product on the market. On the flip side, if your brand promise is built on quality and affordability, you will need to set your prices accordingly.
Branding helps motivate your employees.
A powerful brand conveys an identity and a purpose for your small business. This can go a long way towards guiding you and your leadership team in making strategic decisions and choosing where to invest resources. For instance, if your brand focuses on unparalleled customer service and certain employees are failing to provide a positive customer experience, their performance is clearly not aligned with your brand and you can take steps to correct it.
Good branding can also motivate staff to engage with your company’s mission and goals. As a small business owner, you are responsible for defining what your business stands for and creating guidelines to ensure that your company’s communications convey a clear and consistent message. It is equally important to develop a culture in which your team is encouraged and inspired to connect with your brand values. Employees who care about the business and have a personal stake in its success will be committed to living your brand vision, providing customers with a consistent, quality experience, and giving your small business a crucial competitive edge.
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