After defining your brand, the next step in the branding process is generating awareness. For more on defining your brand check out our article The Importance of Defining Your Small Business’s Brand. Below are a few tips to promote your brand and reach your target market:
- Create a strong logo and use it. The visual impact of your logo can resonate with your audience and increase brand recognition.
- Write down brand messaging. Make every employee aware of what you want to communicate through your brand and be sure everyone is doing it.
- Incorporate your brand. This step means every aspect of your business including your email signature, your print materials, your website, and how you answer the phone.
- Generate a voice for your company. Businesses have personalities. Be sure that your voice is consistent with your business goals. Is your business fun and light-hearted? Formal and serious? Or down-to-earth?
- Establish a tagline. Write a precise and purposeful statement that encapsulates the nature of your brand.
- Initiate a brand standard for marketing materials. Keep a consistent color scheme, logo placement, and look throughout all materials.
- Keep your brand promise. Customers won’t return to your business or refer you to other clients if you do not deliver on the overall guarantee.
- Most importantly, be consistent. Consistency is what allows people to recognize your company and remember you in the future. This is an integral part of branding.
Building your brand will take time and requires a long-term commitment; however, it is essential for every business’s success. If you can create an effective brand strategy, you will position your business for progress and growth.
What makes your small business unique? How do you promote your brand?