As a small business owner, you don’t have to think that branding is out of your depth. The truth is that regardless of how small your company is, you should always be thinking about your brand; how you market it is how you will define yourself in front of your customers, build awareness and remain relevant in a competitive industry.
Implementing a successful brand campaign isn’t simple unless you build a solid foundation where you have established values, a concise tone and message, be adaptable, and can measure your metrics. It’s these four fundamental yet simple branding tips that can help your small business go to the next level.
4 Fundamental Branding Tips
Know Your Brand’s Values
One of the first things a branding agency in Calgary will ask you is, “what are your values?”. Knowing your business values and how it reflects through your brand is essential to establish who you are and what you believe in. Take, for instance, Starbucks.
One of their values is “creating a culture of warmth and belonging, where everyone is welcome.” It’s this value that makes it clear to anyone that everyone is welcomed to one of their coffee shops. It’s clear, concise and reflects their brand. And when you visit their locations, they’ll greet you as such.
You have to make sure that your values follow a similar path, one that represents your business and can be implemented by your employees.
Jot down the things that are important to your company, and build it around your brand. Once you have a detailed list, it is time to convey that in the right tone of voice.
Establish Your Tone Of Voice
Every business has a voice, and how you market that voice is how consumers will relate to you. If you’re a B2B firm, you might want a formal and professional tone that works for your target market. If you’re a flower shop, you might be casual and funny. The language that you choose has to not just to reflect your brand, but must be consistent across all marketing channels.
Building a tone of voice can be difficult, as it requires a lot of trial and error. Create a guideline that stipulates how you want your message to come across to your customers and stick to it. It can be a useful tool to go back to if you ever need to make sure that your message gets delivered properly.
Measure The Impact Of Your Branding
There are always ways to evaluate what’s working, what’s not when it comes to your brand, and, if needed, your rebranding. social media engagement or your Calgary SEO rankings are divisive in measuring the effectiveness of your brand.
If you are not tracking your brand, then you are blindly following a strategy that might not be generating the interest you need, or worse, wasting capital. It would help if you always were tracking your brand based on the metrics you’ve created. Whether its Facebook engagement, customer awareness, or following your Calgary SEO rankings, it is imperative that you are divisive in measuring the effectiveness of your brand.
Only then can you tell you if your branding is working for your small business and if you need to change anything along the way.
Adaptation Is Vital
As a business owner, you will know that your company has to change to the needs of your customers and the current times. The same applies to your branding approach.
Rebranding and adapting your business is a necessary process for ensuring that your business remains relevant in the eyes of your customers.
But you have to make sure that if you do adapt, your message is consistent and relevant. Too often, businesses try to make adaptations and end up making their business suffer because of a lack of consistency, or worse, the message is entirely wrong. Measuring changes is essential to implementing the right rebranding, which further highlights the importance of having the right metrics involved.
Only once you have guaranteed that your message has come across perfectly, should you begin to apply it all your marketing channels, including your new or current website design and social media marketing.
Contact GrowME if you’re in need of advice, digital marketing help, or for your next marketing campaign! For more information, send an email or give us a call! Local: (403) 5-GrowME | Toll Free: 1 (855) 547-6963 | [email protected].