Why a Strong Business Brand Matters and How to Build One
 
Building a strong brand is critical to a business' success. But it is not an easy thing to do, especially as you are launching. Here is why building a strong brand matters and how you can get started.
 
If you do a google search for "what is a brand," you will find endless opinions from countless marketers and other professionals trying to nail down the definition. 
The truth is, a brand is an elusive, visceral concept, not a tangible asset. Its value is measured through the emotional connections that exist between businesses and their customers, not with hard numbers plotted on a spreadsheet. And this is precisely why building a strong business brand can be one of the most challenging tasks for a small business owner.
 
Strong business brands are not built overnight. 
 
Your company's brand is represented by more than your logo or tagline. It is the culmination of your interactions with your customers, your business' core beliefs, how you present your company and yourself to the world - and every other aspect of how you do business. 
If you do not proactively build the strong business brand you want, the market will build it for you.
 
Your brand is not what you say it is. It is what they, your customers, say it is. To build a strong brand, you must create opportunities for your audience to connect with you in engaging ways that allow them to understand your company's purpose and believe in the value you bring to their lives. Their perception of your brand is its reality. 
 
It is critical to understand the importance of branding your business properly. But how do you build the type of brand that connects with customers and creates loyalty? Start by asking yourself these four questions.
1. What is your business' purpose? What problem does it solve?
2. What is the first thing you want your customers to think of when they see your product or service?
3. If your customer were to tell a friend about your business, what would you want them to say?
4. What do you want your company to be known for?
 
Your answers to these questions should begin to give you some clarity into what makes your business special and why customers would want to connect with your brand and purchase from your business. This understanding will form the foundation of your branding strategy.
Once you have your branding strategy established, it is time to think through how you will showcase your brand to the world.
 
Your brand should be unique, easily recognizable, and easy to understand. You will need to develop clear messaging and design elements, including a logo. With everything you do and create, consistency is key.
 
Once your brand strategy, messaging and design elements are set, you are ready to share your brand with the world through a number of channels. Your brand should be clearly communicated in everything your customers and partners see, such as your:
Website
Blog and Social Content
Advertisements
Brochures
Promotional Materials
Business Cards
Signage
Trade Show Displays
Internal Signage and Documents
And Anything Else Representing Your Company
 
Building a brand takes time and consistent effort.
 
Especially in the beginning, your brand will evolve as you and your business do. It is okay to tweak messages and make improvements along the way. Then, once you have your brand strategy in place and you know your message is resonating with your customers, stick with it. A strong brand is built through consistency.
Building a strong brand is critical to a business' success. But it is not an easy task. Developing your business' brand is the perfect time to bring in the support of a SCORE mentor. To schedule a SCORE mentoring session, please visit our website: volusiaflagler.score.org or call our office at 386-255-6889.