Q– So what do you do? A– We cut grass and take care of your shrubs. Q-You plow snow? A-Sure, we do that too. While many marketing professionals will advise that this is a poor way to represent your brand, you might be surprised how many small business owners actually present themselves in a way that diminishes their brand.
It is not enough to simply be good at what you do. It is imperative that you create a clear and distinct identity for your company brand, one that is different from all others and one, which creates true “brand differentiation”. In other words, you have to make a name for yourself so that when customers hear your company name, they know what to expect from your services.
The textbook definition of a brand is that it’s “a complex bundle of images and experiences in the consumers’ mind”. This also follows the best definition of advertising is “the battle for people’s minds”. The objective of advertising is to create awareness and recognition for your brand or company and this drives the loyalty for the brand or the services, your company provides. Once this objective is successful, repeat business from these loyal customers will continue to increase and your business will flourish. As we all know, the best type of advertising is “word of mouth” and be assured that your loyal customers will gladly suggest and recommend your company and its services to others.
Your brand performs two important functions:
# One- It represents a promise by your company about your service and it is a kind of quality certification.
# Two- Brands allow customers to better organize their buying experience by helping them seek out and find a particular product or service. Therefore, an important brand function is to differentiate your company’s services from all others.
If you notice, there is a common thread that weaves its way through these marketing points. It is all about building a stronger and more recognized brand name [in the customers mind] for your services. It is not rocket science or complex to understand. It is straightforward and, in many respects, makes common sense. Done correctly, your brand will create positive impact in the future success of your business.
Want to GROW your company? Be the ‘Apple’ out of the ‘Oranges’
Looking for a good book on the subject, suggested reading;
- The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to Do About It Paperback – by Michael E. Gerber