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There are no Articles in your queue. There are no Podcasts in your queue. Opinions expressed by Entrepreneur contributors are their own. Branding is one of the most important aspects of any business, large or small, retail or B2B.
An effective brand strategy gives business a major edge in increasingly competitive markets. But what exactly does «branding» mean? How for it affect a small business like yours? Simply put, your brand is your promise to your business. It tells them what small can expect from your products and services, and it differentiates plan offering from simple competitors’.
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Your brand is derived from who you are, who you want to be and who people perceive you to be. Are you the innovative maverick in your industry? Is your product the high-cost, high-quality option, or the low-cost, high-value option? You can’t be both, and you can’t be all things to all people.
Who you are should be based to some extent on who your target customers want and need you to be. The foundation of your brand is your logo. Your website, packaging and promotional materials—all of which should integrate your logo—communicate your brand. Where you advertise is part of your brand strategy. Your distribution channels are also part of your brand strategy. And what you communicate visually and verbally are part of your brand strategy, too.
Consistent, strategic branding leads to a strong brand equity, which means the added value brought to your company’s products or services that allows you to charge more for your brand than what identical, unbranded products command. The most obvious example of this is Coke vs. Because Coca-Cola has built a powerful brand equity, it can charge more for its product—and customers will pay that higher price. The added value intrinsic to brand equity frequently comes in the form of perceived quality or emotional attachment. For example, Nike associates its products with star athletes, hoping customers will transfer their emotional attachment from the athlete to the product. For Nike, it’s not just the shoe’s features that sell the shoe. It can be difficult, time-consuming and uncomfortable.
What are the benefits and features of your products or services? What do your customers and prospects already think of your company? What qualities do you want them to associate with your company? Learn the needs, habits and desires of your current and prospective customers. And don’t rely on what you think they think.
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