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Branding is Your Promise

A top area of confusion among small business owners is the true definition of the all-encompassing word – BRAND. Many believe it’s just the name of their company, or just their logo. Your brand is so much more. Your brand tells the world who you are and what you believe. It tells your potential customers what they can expect from your products and services and the benefits of all of the above. It tells your loyal customers what they can depend on as they return to do business with you again and again. A strong brand helps you stand out in a sea of competition. It’s born from what your business is now and what you aim for it to be in the future. Branding is your promise.

Your brand is your pledge to your customers, so this is an area where you don’t want to fall short and where you must always be clear and consistent. Do you truly know who you are as a company? To begin crafting your brand, start by asking two easy questions:

• Are you new and innovative in your field or the experienced business that has been around for decades?
• Is your product considered a good value for the price or are you a first-class option?

As you probably know, you can’t be all things to all people and niche marketing is the easiest, best and most efficient way to build a strong brand. What you build your business to be should be based somewhat on what your target customers want and need you to be. Selling the most sensational bags of sand in the middle of the Sahara isn’t the most lucrative way to make money. It is essential to align what you offer with marketplace trends and hone your brand accordingly.

Once you’ve branded your company it’s important to assess how consumers perceive your company or product, and how readily they notice your business on a day-to-day basis. Are you communicating your brand effectively and does customer feedback reflect that your brand reputation is rock solid? Competition from other businesses grows daily. You must evaluate your brand on a regular basis and look for ways to improve it so that it remains relevant. An efficient brand strategy gives small businesses that needed edge in a space where dozens of like companies exist.

Your customers have expectations and it is essential for you to identify and meet those brand expectations if you hope to run a successful business. At Bluume, one of the first things we do when we begin working with a new client is to assess the strength of their brand. Once we’ve made sure your brand is powerful and sustainable we assist businesses in building their brand awareness, telling the who, what, when, where and why of their company CONSISTANTLY to all those customers out there who are ready and waiting to listen. It makes all the difference in the world for your bottom line, and the deserved success of your company.

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