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.

The brand stands for something which is significant to them

It makes them feel good

The brand is unique and different

The brand interacts with them and is intense and vibrant

These are only a few of the reasons why people are attached to the brands which they use and for a brand to have an emotional connection with the consumer this can only be achieved by positive shared experience with the brand over time. Its worth noting that building an emotional connection with your employees is just as important as building it with the consumer this will ensure that the brand is achieving top performance with everyone who interacts with it. Really great brands know how to engage with their consumers and have through spending time found out how to build an emotional connection and attachment with their customers this will ensure that these brands who really spend the time and put in the hard work are more likely to achieve stronger customer loyalty. One of the key elements is for the brand to be trustworthy – it must show that it can consistently deliver on all of its promises this is followed sharply by always striving to meet and exceed its customers.

At 10thstep we can help your business develop a brand which will help your customers gain an effective connection with your business,will build association and encourage loyalty. Our team of branding experts are passionate about developing really effective brands.

Successful branding does not just happen overnight but requires planning to build strategic awareness where people not only can identify your brand in the market place but they also understand the distinctive qualities that make it better than the competition.

Today more than ever we are bombarded with messages from all sectors of the media both online and offline with messages trying to be relayed to us, the seemingly endless array of choices being offered to the consumer in just about every possible category. As a marketers for our business we need to work hard and consistently on our branding to ensure we are offering our consumers a strong brand which makes us stand out from the competitor offering clear, real value and unique benefits.

Contact 10thstep today to see we can help you build your brand effectively to stand out in today’s market place.