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Business Start-up
Most new businesses simply start with a business card. Is this enough?
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Branding
Branding is the ‘repeated and consistent’ messages that create awareness of your benefits, and lay the groundwork for a trusting relationship.
Many businesses believe branding is something only large corporations with big name products and huge budgets can do. The fact is all companies, irrespective of their size, product offering, or market position need to create and nurture a brand identity.
Every large corporation started as a small business at one time or another. News Limited, Westfield, Qantas, Harvey Norman, JB Hi-Fi and many other household names all started as a humble, small business with a better idea or a better way of doing things AND A BIG AMBITIOUS GOAL. When these businesses opened their doors nobody had ever heard of them. They were just another unknown start-up looking to make a sale, gain a customer and survive until the next month.
Yet each of these companies (and almost every other big company like them) created a brand that steadily evolved as their dream and their company grew. The common thread they shared is they all found the “unique value” that made them stand out from everyone else in the marketplace. This “one thing” was their unique value, points of difference or customer proposition they offered the market that their competitors did not posses or could not match.
As a small/medium business, you need to discover the “one thing” in your business and build your efforts around it and then communicate it with great consistency and passion.
Recognizing your business name is only the first step in a journey that requires numerous branding encounters (customer ‘touch-points’). If you want to grow your business, a marketing strategy that is the foundation of your branding tactics is as important as a sound financial plan.