You hear the word branding thrown around a lot these days. Companies seem to be obsessed with it.
Should you, as a small business, be highly focused on branding? Is it the secret sauce to growing your business?
I’ll tell you a little secret about my “branding.” I picked the colors I wanted for my logo and site.
That’s it. That’s all the branding I did. Know why?
I’m not a $500,000,000 company. When you’re making that kind of money, you can afford to focus on music, colors, and mood. Ommmmmmm!
That’s because branding, contrary to what you may think, is a luxury. While it is the way you make customers feel about your company, people have to be familiar with your brand first. That’s an important distinction.
When consumers know about your brand, then you can train them to think or feel a certain way about your product or service. But if you lead with branding, you’re doomed to fail.
It’s not uncommon at all to see buyers of this brand sporting a tattoo of the Harley-Davidson logo. That’s branding power.
But did that company start out focusing on branding? No way. If they did, they wouldn’t be a billion dollar company today.
They did what every small business should do; they focused on marketing.
Good branding is the result of successful marketing.
Small business marketing is figuring out how to explain what you have to offer so that people buy it.
That’s it in a nutshell.
The problem is most businesses are too close to what they do to find the message that sells.
Case in point.
I recently worked with an IT company that had some incredible benefits for working with them.
They just couldn’t see them. And that’s not at all uncommon.
They also had a guarantee—the only one of its kind in the industry. They had no idea how valuable this was.
Or, that they should be promoting this guarantee.
By digging deeper, they finally saw what made them truly different in the marketplace. Then they began implementing those changes which spurred more growth.
The bottom line is this: Unless you’re Coca Cola, Proctor & Gamble, or Mercedes Benz, focus 100% of your effort on marketing. That’s where the money is.
Never stumble over how to tell people what you do. Download the elevator pitch template on my home page, "The Message Your Prospects are Starving to Hear." And get prospects asking YOU questions about your business!