Starting any business can prove a challenge that is often time-consuming and then after starting that business you are then required to present your business for acceptance. This process often poses a tough challenge to any business starter or entrepreneur. Seeking acceptance is one of human’s everyday requirement and we often unconsciously plan strategies to seek this acceptance.
This normal innate scheme can be honed into a skill or organization strength called Branding. Branding is what people perceive your business as. This perception is brought on by many factors so of which we shall discuss in the later part of this post. Branding is always geared at growth and you should never stop branding your business.
Every business is unique in its own way. What works as a brand strategy for a similar business would most likely not work for yours. Pay attention to your business and find out what works. As always to know your business branding strategy you have to first look at your Customers. They are the key to your puzzle.
Although it takes more than branding or branding strategy to be a success in business. Here are some essential principles that you can begin implementing right away as you begin your journey toward growing your business:
1. Be in Time.
Your product or service must be right in the marketplace to have the right customer. Some products or services are sometimes not market ready because the customers are either not ready for the product or the product don’t satisfy a need properly or currently.
Hence, you will need to choose to either to wait for the market to catch up. Which requires you having the resources to survive during that period as well as put up with re-orientating the marketplace of your product. Always braces yourself up for emerging competition while you are getting the marketplace acceptance.
Startups and similar businesses have a better chance at re-inventing themselves. As an emerging business always take advantage of this because with every reinvention you actually understand the marketplace and her citizens (your customers)
Branding is a perception, never forget that. How do your customers see you? What comes to the mind when your business name comes up? What does your logo say about your business? What other businesses look like yours? These valid questions are what makes up a brand to major extents. Brands are perceived by the response to these question.
Here are some basic rules to connect, shape, influence, and lead to your brand:
Choose your target audience. The surest road to product failure is to try to be all things to all people.
Connect with the public. Your objective is to make your audience feel an emotional attachment to your brand. As a business, you never sell a product but an experience. If that experience isn’t felt after every purchase, then you are running a lost game.
Inspire and influence your audience. An inspirational brand message is far more influential than one that just highlights product feature functions.
Reinforce the brand image within your company. Make sure employees at every level of your organization work and behave in a way that reinforces your brand image.
3. Scale Your Sales
Creating a unique product and a unique brand isn’t enough. It takes repeatable sales processes to create a scalable business. It is one thing to sign up a few customers; it is another thing entirely to identify, design, and implement repeatable sales and customer delivery processes. You’ve created a repeatable and scalable sales model when:
• You can increase the sources of your customer leads on a consistent basis.
• Your sales conversion rate and revenue can be consistently forecasted or predicted.
• The cost to acquire a new customer is significantly less than the amount you can earn from that customer over time.
• Your customers get the right product in the right place at the right time.
A repeatable sales model builds the platform to scale, there are many CRM tools to help you achieve this. And some of them are quite easy to use.
For branding to be effective and efficient, the business owner must be able to relate to the customer in their natural place (Where they are always looking for you).