Your Business Brand

Restored from the Empower Network archive (2011–2017), lightly edited to meet our current advertising standards. Views are the original author’s.

Branding Your Business

Branding is the result of intense planning and visualization of how you want your business to look to your customers and the general public. Many business owners use a branding model to carefully lay out the steps they need to follow to effectively brand their business and their products. Brand models have been developed to create a framework for business owners to follow to properly brand their business.

Building a brand for your business will allow you to take a very close look at your business and your industry and develop a plan for your business to grow in the future and beat the competition.

There are 3 distinct phases to developing a branding model for your business. Each phase covers a different part of the branding process. Although each phase of the branding process looks at different aspects of creating a brand for your business, all of the phases are linked to each other.

The benefits of building an effective branding model are:

• It will help your team make better decisions, leading to better financial results.
• The data gathered will allow your managers to quickly spot changes in the marketplace.
• By responding quickly to the changes in the marketplace, you will be able to stay ahead of the competition.
• You will have the information to spot unfulfilled customer needs.
• By using the data in your branding model you will be able to predict customer trends.
• Your branding model will help you clearly see the problems with your business.
• You will be able to see how your marketing and advertising is received by your customers.
• Your branding model will allow you to easily organize, and properly distribute the data needed by the different managers of the company.

There are many benefits to creating a branding model for your business. The important thing to remember is that it won’t always be right. Make sure that the data you are using to develop your branding model is accurate and up to date. In this digital age, data goes stale very quickly. Make sure to take in to consideration of the human element of your business so that you don’t create a branding model based on short term financial profits and not long term growth and sustainability.

Brand Positioning

This phase of the process identifies where you are in the marketplace and where you are in relation to your competitors. This is when you want to establish “top of mind awareness” with your target market. Even if your business or your products are not better than your competition, you want your target market to stop thinking about your competition and only think of you. In this phase you will follow the following steps;

1. Identify all of your competitors in every category of your product line. This step will force you to take a very close look at the products and services you are offering to the marketplace.

2. Make your products and services stand out from your competition. This is the step where you identify and communicate to your customers what makes you different from all of the other players in the marketplace. Identify your irresistible offer.

3. Develop a slogan for your business that tells your customer that you are the only choice for the products and services you provide. Make sure your slogan is memorable and will stay in the sub-consciousness of your target market.

Brand Trust

In this phase you want to make sure that your customers like you and trust you. You also want to make sure you are actually doing what your marketing says you do, and more importantly you want to make sure that you are doing what the customer thinks you do. If all of your marketing says you sell green widgets and the customers can only see red widgets in your store, you have a big problem.

You can engage a high priced customer relations service to find out what the marketplace thinks about your business or you could cut out the middle man and just ask your customers. You should be constantly interacting with your customers anyway and you should always have a pretty good idea what people are saying about you. If they aren’t saying anything about you, get them to start. In this phase you want to make sure everyone is saying good things about you.

Ask your customers how you can look after them better, and then do it. It is much cheaper to look after an existing customer and sell them more products and services than it is to try to find new customers.

Value of Your Brand

This is the phase of the branding process that you should spend the majority of your time on. Once you figure out who your competitors are and what you customers think of you it is time to increase the value of your brand. This phase should be ongoing for the life of your business. You should always be collecting data that helps you increase the value of your brand both financially and in customer satisfaction.

By integrating all three phases of the branding process you will be able to market to your target market with pinpoint accuracy. This will reduce your marketing and advertising costs. By becoming what your customers want in a supplier in your product or service niche, you will be cornering the market and eliminating your competition.

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