BRAND – it is a funny, little 5-letter word that leaves most small business owners scratching their heads with a perplexed expression on their face wondering, “Where is my brand?” It is an easy case to crack, really, and you don’t have to look in the trees or through the big budget catalogs of “brand enthusiasts” to find where your brand has been hiding. In a sense, it is what your company is and has always been. However, there are ways to make that brand more attractive and fresh.
What is a brand? According to the sources at Wikipedia, the word “brand” began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. Today “brand” has evolved to acknowledge the identity of a specific product, service or business. While it is visible through a name, logo, slogan or even color combination, your brand also encompasses the personality and culture of your product, company or service.
What does this means to you? Brands are often a key selling component for a product and/or service. So why does this word affect your business’s bottom line and how can you use it to your benefit? A recognizable brand creates loyalty among its consumers, who are likely to continue to buy from a company with a “brand” they trust. Additionally, a solid brand gives your business credibility in the marketplace.
How do I better my brand? If your business is facing a brand deficit, action is necessary. From a company name change to a logo redesign to the creation of employee brand ambassadors, whether you consider a brand overhaul or a simple makeover, steps taken towards stimulating your brand will have a positive effect on your bottom line. And, once you have your brand in shape, don’t waste any time getting it in front of your target audiences. Many techniques can be very cost effective. For example, a solid social media campaign providing discounts to fans or followers is a free effort, which can build an online community with immense loyalty to your brand. Additionally, Internet marketing such as enewsletters can be done at a low cost with the same effectiveness as direct mail. Furthermore, brand ambassadors (your employees) are an in-house resource that can be cultivated into a vital part of any brand.
Want to do your own brand overhaul? Give ProMoter Inc. a call at (502) 562-1969 or email us at promoter@promoterinc.com to see how we can help turn your business into a brand powerhouse! (And, not to worry, we’ll leave the hot iron stamps on the fire.)
