Marketing Masterclass – 5 Tips for Building Your Small Company Brand

Multi-Ethnic Group of People and Brand Concept

Multi-Ethnic Group of People and Brand Concept

For smaller companies and start-ups, business can sometimes be too hectic to focus much attention of branding. Often it can be a case of “we’ll get to it when we have the money”. Other times, it might simply be a lack of resources to give your organization’s brand the attention that it deserves and needs. However, there is much to be said for elevating branding to a higher position on the priority list. A strong brand has been shown to assist in building loyalty not only among customers and clients, but also employees. People simply want to be associated with brands that they feel project the right image. With that in mind, let’s look at a few important ways to get your brand out.

 Consistency is Key

Keeping your image consistent across all media and touch points is a critical part of building a successful brand. Everything from promotional products, external signage, email signatures, corporate apparel and stationery should carry a unified look and feel. This helps to communicate who you are, what you stand for and the values you represent.

Do Your Research

It is critically important to ensure that your brand is appealing to the right audience. The corporate world is overflowing with companies that fell by the wayside because they got their marketing horribly wrong, and targeted the incorrect audience. Being able to clearly define your target market is an asset that will ensure you get the greatest bang for your marketing buck, rather than wasting resources appealing to demographics that might be less interested in what you have to offer. Resources devoted to quality market research today could make a huge impact on the long-term success of your company or venture.

Digital Dreaming

There are few businesses that can survive in today’s world without some form of digital marketing. Your website is the hub of your digital strategy and should clearly reflect who you are, what you believe in and the purpose that you serve. Remember, your website is your 24/7 sales person. It never takes holidays or sick leave, doesn’t ask for a raise or time off to attend the kids’ concerts. Consider this when you’re deciding what sort of budget to allocate to your web design project. Once completed, it is worth thinking very carefully about which digital strategies you will pursue. Whether it’s social media, SEO, paid search, email, content or affiliate marketing, it’s crucial to understand where your target market is and how they interact.

Healthy Competition

Understanding the competitive landscape in your market will be a key to your success. Knowing your competitors, what they offer and he shortcomings that can be exploited to win market share is key. Develop a product or service offering that fills that niche in the market, and you have a potential recipe for success. The trick is then to adequately sell your advantages by demonstrating your Unique Selling Proposition (USP) to clients.

Get Emo

The best brands succeed by tapping into the emotions of their audience. They strike a nerve by reaching them on a personal level that speaks to their inner feelings, thoughts and desires. When you stop selling a product and start selling an idea, a dream or a vision, then you are truly on to something. Identifying the emotional triggers and developing a branding strategy that zeroes in on them is a perfect recipe for success.

This is my no means an exhaustive list. Nevertheless, by following these simple guidelines and doing some additional research, you will be well on your way to developing a killer brand.


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