PROTECT YOUR BRAND

As a small business grows it has many responsibilities, perhaps the most important being the protection of your brand. Let’s start by defining what a brand is:

Your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.

If you buy into the above statement, then branding is everything. In a small business everything you do is a reflection on the brand that you are building; it isn’t only what you do, it’s who you are. Your logo on your business card, the way you handle customer complaints, even the way you dress is a reflection of your brand.

In my opinion, one of the most important aspects of brand building is credibility. In order to build that brand credibility you have to define your target market and build your credibility to fortify your promise to that market. Like most things in business, your brand cannot be everything to everybody.
The credibility foundation is built brick by brick; it is something that is earned over time. Credibility is based upon trust, and trust in granted only after people have had a chance to get to know you and your business.

Credibility is enhanced when we give to others. Don’t always focus on “what’s in it for me”; focus on how you can help fill the needs and interests of your target market.

Your vision, your why, and your value proposition should all be reflected in the promise you give, and that is reflected in your marketing material. Each of these components are credibility building blocks.

Building the right brand for your company is a not an intention, nor merely an action. It’s a commitment.

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Tips & Advice by Nick Petra, CFP – Founder of Strategic Duck and BizQuack