What is ‘branding’ exactly?
When you hear the word ‘branding’ do you immediately think logo? Initially it meant the same to me, but if you dig below the surface you get to realise that branding is a whole lot more than just a logo, name and tag line.
Branding is creating a whole image for your business – it is ‘what springs to mind’ for your customers, clients and associates.
When I think Apple I think ‘leader, cool and expensive‘. So if I buy an apple product I will feel cool, be at the top of the technology game and sending out a message that I can afford the best. This may not be correct but it doesn’t really matter because it is what I think – it is my perception at the end of the day that creates the brand in my own mind.
Branding is therefore managing the thoughts and feelings of your customers to ensure that you are what they desire. It’s how you’d like your customers, tribe, clients to feel about you and your business.
If people are confused or baffled by your brand, they’re not to going to buy. They should be able to describe your brand easily and simply.
Developing your brand
So – what do your customers desire? What experience do they want to have? Now consider the experience they will have when they buy your product or service – how will they feel? Do they match up? If so – sell the experience to your customers, not the product! And whatever the experience is that have you promised, make sure you deliver – consistently!
Build your brand around you and your business – your ethics, values, passions, energy and reason for trading. This is what people will feel and perceive – they will see through b.s. and insincerity.
Engage your customers – resonate with them and create a connection on an emotional level.
Do small companies need such strong branding?
Yes most definitely! Small companies are in the lucky position that they can closely control the experience of the client or customer, whereas a large company has more logistical hurdles due mainly to its sheer size.
A small business increases the possibility to create an intimate, unique and potentially a more exciting experience. Isn’t it nicer and more favourable to deal with the owner of the business for example?
Even a market stall benefits from good branding
I came across a small market stall with a fantastic strong brand. An American woman – selling American sweets (or ‘candy’). Her brand was ‘live and experience being an American, be different’. Are these American sweets really better than the British ones – I doubt it – but it is the customers experience, what they feel when they eat and handle them that matters. She was making good money by delivering this experience to her customers.