When customers see a recognizable brand which is adored by many, they’re more likely to opt for what’s familiar over a brand they’ve never heard of before. Your greatest tool in reaching great success is creating a trusted brand name for yourself which is known for its solid reputation.
However, as a small business, you’ll have to start from the ground up. You’ll be competing against big-name companies with generations of loyal customers. That’s why it’s up to you to stand out from the rest by creating a unique brand of your own.
So how do you go about building a brand? Here are the basics to get you started.
Know Your Audience
The first thing you’ll need in order to attract and retain your customers is knowing what audience you’re looking to focus on. Unfortunately, you can’t be loved by everyone, so you’ll have to choose a side of the road. Rather than trying to appeal to the masses, why not try to be true to who you actually are?
What do you stand for? What do you see your customers standing for? Once you know exactly what kind of person you’re interested in attracting, then start building your marketing material around that demographic.
Once you have a laser sharp focus on exactly who you hope to appeal to, you can better pinpoint and tailor your advertising towards your audience. Get more specific. Do your research on who these people are. Know your target customer by heart. Become a brand that they can relate to and want to give their money to.
Know Your Competition
The reason you should get to know your competitors isn’t to imitate them but to be aware of what’s current in your industry. The idea of knowing what they’re up to isn’t to do the same thing but to do the opposite so that you stand out.
Study their tricks and behaviors and build on them. If your competition is doing something right, do it better and innovate.
Know Your Sales Pitch
You should be able to tell someone in less than ten words why your company surpasses the other options out there. What are your qualities and strengths? Why should a consumer give their money to you and not some big corporation?
Focus on your qualities which make your company a unique and superior product. You should have an engaging pitch which lures people in and closes the deal while still maintaining authenticity.
By having a polished and convincing presentation of your product, you’ll be more prepared for opportune moments. Whereas if you start to stumble on your words or sound uncertain about yourself, you’ll get eaten alive by the competition.