4 min read
Ladies and Gentlemen, have you heard of Kim Kardashian (eye-roll)? I know you don’t want to admit it, but I present to you, branding. Well, shall I say, branding at its finest? Okay maybe you DON”T Keep Up with the Kardashians, but the Kim K reference is all I have after a looooong two years of resorting to me Keeping Up with the Kardashians.🤦♀️ BTW (by the way), welcome to our first blog post. Go ahead and click the like or share button.😉❤
Moving Along…..
Your next train of thought is maybe branding equals cha-ching. You are correct (kind of), as this could potentially mean more money in your pocket and your name becomes synonymous with your products and services. Yes, your Plumbing business can leave its mark. Think Morris-Jenkins…
As a small business owner, it’s easy to assume that branding is best left to the most famous companies, the Apples, the Googles, and the Kim K’s of the world. No matter how big or small your company is, you need to be thinking about branding and branding. Think of it as becoming a staple in your customer’s mind.
Branding can mean the difference between status quo year after year or growing and adding trucks to your already stable business. Creating a brand sounds a lot more grandiose than the actual process of doing so.
Getting To the Point
Let’s walk through the five steps to help you gain, trust, recognition, loyalty, and reputation AKA Branding, or shall I say from Joe the plumber to the next Kim K (eye-roll).
1. Define your brand identity
Your brand has a personality and tone. What is it? Is it playful, serious, intellectual, traditional, or adventurous? It’s important to establish this early on and consider this in all messaging and communication. This enables you to establish clear and authentic messaging across all branding efforts. Your brand dictates every impression that your customers have of your company. If they don’t like what they see, then they won’t buy from you.
2. Own your POD (or “special sauce”)!
Ask yourself, “What makes my business POD (aka Point of Difference) so different from my competitors. Do I just do it better? Is it, expedient service, niche products, and services, years of experience OR is it the sauce like the Big Mac from McDonald’s? It’s okay if you don’t know. Just figure it out and showcase it front and center. This distinction sets you apart from everyone else and it should be infused in all parts of your branding strategy. It’s what customers will remember most about your brand. It can also help guide how you talk about your brand to others.
3. Determine your target audience
So, you have your POD, but do you know who your customers are? Or who your customers should be and how to best reach them? Understanding who you’re building your brand for and how they perceive their world will help in defining your brand strategy This is essential as you can’t brand until you know who you are speaking to. I suggest starting with demographic factors such as age, gender, occupation, and audiences of similar brands. Next, you want to narrow the audience by leaning into Marketing Insights, AKA the unrealized target. Think of this as the folks that come to the car dealership after hours who are in the market for a new car, but you never knew. We’ll talk about the importance of Marketing Insights another time.
4. Double down on customer service – Don’t give customers a reason to choose a competitor
Provide unforgettable service experiences and your customers will come back for more. Engage them from the very first interaction. If I were putting these in order of importance, I would list this as #1. A recent Salesforce study found, that 85% of consumers agree the experience a company provides is as important as its products/services and 92% agree that positive customer service experiences make them more likely to make another purchase. If you need a point of reference, take a trip to Chick-Fil-A, Trader Joe’s, Starbucks, and if you are feeling FANCY go to The Ritz Carlton or Tiffany & CO.
5. Digital!
Tell your story through digital. Think of this as your magic wand. If ever there were such a thing digital comes close. Digital can delight and inform your identified customers whenever (morning, noon, and night) and wherever (taking a stroll, sitting at home, or on a train) your customers are reached across all device touchpoints, mobile, tv, and desktop.
(Bonus) PARTNERSHIP
You now know who you are and what makes you unique, so get out there and find the right partner. Contact us for a consultation. We are delighted to assist you with your, Reboot, Refresh!