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Branding for small businesses

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 ‘market 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 at the end of the day it is what I think and feel and my perception of that brand that matters.

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 own 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?

To find out more read ProFit Issue 8 OUT NOW!


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