So if your brand is not getting you the results you deserve or it’s just not standing out in the crowd why not drop us an email or better still give us a call and lets grab a coffee and let us show you how working with 10thstep can help with just a little TLC help your brand soar.

This includes looking at things like the clients current or previous branding as well as their overall marketing and just what route its taken them.

Many small businesses place limited emphasis on branding of their business.  This is slightly different for those businesses which are involved in products.  They tend to place more emphasis on branding the product as it is the core of their business.  I believe more small businesses need to develop and implement a focused brand strategy to become successful.

In saying this, many small business don’t have the time to focus on branding nor do they really understand branding and how it can help give their business or product its own unique identity and help it stand out.  Many people see branding as just the logo of the business!.  The logo is only a part of the overall brand picture.  It should not, like marketing, be viewed as an unnecessary expensive, but instead as more of an inward investment which can actually help your business growth.

A key thing to remember here is that today’s consumers make decisions differently than consumers 30 years ago.  Why? Because people’s purchasing is heavily based on the emotional attachment they have with the brand, as mentioned in a previous blog ‘Think Apple, Virgin, BMW, Singapore Airlines’ – when we think of these well- known brands a number of collective thoughts spring to mind.  ‘These range from person to person but one thing which remains the same is the emotional attachment which many of us have with the brands which we use in our lives and can be something which is personal to us’

The key here for the small business is to implement a focused brand development strategy.  You might ask just how can I do this.  My answer is, if you’re a small business, do it in stages.  Remember you don’t have to do it all at once but do remember even the smallest of change can help move your business forward.  Effective brand development takes time and is not going to happen overnight – it’s not a case of just creating the brand identity and leaving it at that.  Your need to look further, develop a long term brand strategy and set goals for it which will in turn help grow the business which is the goal of every small business owner wants.  Just like other parts of your business – your brand needs to be managed so it can successfully evolve and grow into something which your customers will have that emotional attachment with.

Branding for any small business is vitally important.  Give it as much thought as you would other parts of the business.  If you’re a small business owner or about to start out in business, grab a coffee with 10thstep and see how we can help you develop a focused brand strategy for your business.

Are you clinging to history?

A rebrand doesn’t mean you have to lose sight of your brand values and identity – if anything it’s the perfect way for you to enhance what already exists and evolve in line with your market.  It’s fundamental to never lose sight of exactly where your brand needs to be in order to compete effectively.  It may seem harsh but unnecessarily clinging to history is an all too common mistake that you need to avoid.  Rebranding (if carried out correctly) will drive growth and help you reinvent your company in line with current market conditions and trends ensuring you remain at the forefront of your industry.

There’s only one way to go and that’s FULL throttle!

The best rebrands are those that go the whole hog and encourage change across the board – internally, externally and across all platforms and channels.  To really rebrand your business correctly you need to look at changing everything, not just your logo.  A firm strategy must be in place for how you envision your new brand to look and feel, the tone of all communication – corporate and consumer, perception, mood, desired customer experience, voice and message.  There’s lots you can do to help make this process as smooth as possible starting with your staff.  Getting everyone on board and ensuring they fully understand is vital and if done right your staff will be highly excited, clear about the company’s future direction and determined to be a part of it.

You’ll also need to look at finding out what isn’t working so that you avoid carrying these practices into the future.  A good focused research session will lead to invaluable information that will help give you clear direction for a rebrand.
Getting your customers on board is essential so if you’ve got a story then tell it!  An honest approach will help your customers believe in the change enough to become receptive to it.  Telling a story is also a great way of hiking media interest and getting exposure on the evolution of your brand.

Seriously consider your budget – throwing lots of money at an expensive rebrand will not guarantee that you yield the desired business results.  Planning your spend from the start will help you to be clever with your budget.  A rebrand doesn’t have to carry a massive price tag and this is where calling in the experts can really help you maximise your budget ensuring your money is spent wisely.  The 10thstep team have managed lots of rebrands and we’ve loved every second of it.  Using our insight we can help you with the future strategic direction needed to evolve your brand.  Chat to us today about how we can help.

(Source: LexisNexis 2010)

Your customers trust strangers

Nielsen consumer reports show that the number of people who trust word of mouth recommendations has increased significantly. 90% of the participants of a 2009 survey said that they trust recommendations from people they know. Even more substantial is the news that 70% of people surveyed trust consumer opinions posted online – by strangers.

By essentially giving away control of how your brand is perceived online to total strangers you could be doing more damage than you’ve ever anticipated. Not knowing what your potential and existing customers are saying about your brand can mean you risk losing sales, decreasing customer retention and diminishing the value of the brand you’ve worked so hard to build.

Join the conversation

With the power of online conversations reaching unprecedented heights now is the time for you to think twice about the attention you give your brand online. The good news is that the continual growth of the online scene presents key opportunites for you to take hold of. Thanks to the introduction of Facebook, Twitter etc., you can now converse with your market, at a personal level in the comfort of their surroundings.

Engagement is key

Engagement, not broadcasting, is fundamental. Too many companies, particularly SME’s, use their online reach to bombard their audience with advertising content. Consumers appreciate genuine engagement which presents added value to their relationship with your brand. By enhancing this relationship you can create affiliated customers who spread the good word of your brand for free! Turning your online fans into brand ambassadors is a fundamental part of digital strategies and will help to ignite and secure positive word of mouth for your brand.

Chat to us today to learn more about how you can grow your online presence.

Investing in your brand should be seen as an investment in your business…and in its future. 

Just as human beings have their own DNA which makes them unique, your business brand should have its own DNA which makes it stand out in a crowd. Within our current economic climate many business owners and managers have cut back or are holding off, on investing in their brand. A recession if fact is probably one of the best times to boost if possible this investment in your brand. Brands should use this time to make assurances to customers of quality as well as give the customer confidence during this time of uncertainty in the market place. 

Within times of recession in business downturn, always remember that it won’t last for ever. Conversely these times can actually be a massive opportunity for businesses prepared to try something new and think a little differently. Think of these times as a challenge to stand out from others, be open to new ideas and innovative ways to position your brand to ultimately create awareness to your customers. It is paramount for the business at these times to make long term decisions as apposed to short term gain; remember cutting any such investment could ultimately affect the long standing position of your brand.

From past experience, many businesses tend to invest very little into the ongoing development of their brand. For many businesses, a key business change ,marks the only time branding might be scrutinised. By then it could be too late. Many businesses also find it just too costly. However taking this approach could and most likely will in the long run be even more expensive and a much larger task when finally facing the fact that something has to be done. 

Branding does not have to be costly. Even the smallest change can make a difference. 

For more information on how we can help your brand grow, contact 10thstep.com today.