Getting a new business off the ground can be a nerve wracking experience. You invest a great deal of time and money into your dream and you diligently work every possible angle to make sure that your business reaps the rewards that it deserves. Of all the different things you must deal with, probably the most difficult for a start up operation is establishing its own unique brand identity. However, there is a lot more involved in establishing a brand than most people think.
It’s Not About the Gadgets
Most people associate the idea of a brand name with all the little things that bear the name of your business. For example, the logo, the design of your website, the pens with your business name emblazoned on them, or the refrigerator magnet that will serve as a constant reminder that your service is available to them. While all of those things can help to promote your particular brand, they are merely a reflection of your true brand identity.
In reality, your brand is not about the gadgets that you give to your customers; the gadgets merely serve as reminders of the experience your customers have when they do business with you. When you can relate to your customers on a level that they can appreciate, your name will remain in their minds no matter how many pens and refrigerator magnets you give them.
Develop a Strategy
Before you can develop your brand identity you have to come up with a specific approach to building up that reputation. This means that you have to do some investigating to find out what your customer’s experience actually is when they do business with you. Through effective research you should be able to determine what your starting point is and develop a brand strategy that will help you to adjust your customer relationships across the board. This may mean that you need to leave your desk and go out and talk with your customers, ask questions, find out what makes them happy or (unhappy) when they’re dealing with your business. Once you’ve done your marketing recon you’ll have a clear picture of what’s working in your business and what is not. This way the strategy you develop will be focused on what your company really needs in order to establish a positive brand identity.
No one would deny that there are many challenges faced by those who are launching a business for the first time; they will never deny the rewards you can reap when you’ve been successful. Launching a new business is almost like coming late to the party. Your competition has already carved out a nice niche for themselves and probably have already established good relationships with their customers.
Establishing your own brand recognition will require that you go the extra mile and develop strategies that will get their customers to take a serious look at you. The branding strategies that you use at this point must be right on point and deliver a positive message on a consistent basis. Once consumers are confident that they will have a positive experience with you you’ll be able to establish a foundation that will deliver you faithful customers; then you’ll have set yourself up with the right brand identity.
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