Why every small business needs a solid brand strategy and how to create yours

Your brand is the foundation around which your entire business and marketing are based.

Start-ups and smaller businesses often find it difficult to develop a clear brand that helps them stand out and resonate with potential customers.

Why have a brand?

Get your brand strategy nailed down and all else should lead from it. It will define the design and feel of your website, for example, and underpin all your marketing activity.

It defines what your business is about to you and your staff as well as your audience.

It’s not just that customers will easily recognise you online or on the high street. Strong brands create emotional connections.

What does that mean? Your customers stick with you and even influence others to buy your products or hire your services. When they see your logo, they have a sense of anticipation.

Simply put:
Strong brands lead to higher sales and more customers.

Here are some stats if you’re not completely convinced:

  • When they’re fixing to...
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5 Tips to tell your brand story

Cinderella...
Jack and the Beanstalk...
The Lion, the Witch and the Wardrobe...

Reading these and other well-known stories evokes such fond memories for me – firstly when I was a child and then as a Dad to my two daughters.

I’m sure, like me, these conjure up mixed emotions for you too.

Stories can be engaging, enlightening and educational...

They can take us to another place – a different world or make us perceive and understand things differently.

Storytelling is also a powerful technique for marketing our business brand

We can craft key messages aimed at specific audiences to capture their attention and begin to build a relationship.

This in turn, forms an emotional connection – ultimately to become a customer - a happy, loyal and valued customer!

“Facts tell, but stories sell.”

One of my favourite quotes by Bryan Eisenberg.

So, whilst we are still enduring this period of lockdown, why not start thinking about your story?

How will you promote...

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How make a positive first impression with your marketing

I’m sure we can all remember a time when we experienced poor customer service...

And, I’m sure we told family, friends, colleagues – and the rest of the world on social media!

As buyers and consumers, we have more power and control than ever when it comes to deciding what, where, how and when we purchase.

Which puts a great deal of pressure on business owners - as first impressions DO count!

So here’s my five tips for making a positive first impression with your marketing: 

  • Make sure your branding is consistent across all your marketing channels – from letterhead to website, social media to packaging and point of sale – inconsistency may present a fragmented and disjointed business in your customers mind.

  • Consider your customer journey from the initial enquiry right through to after-sales service – make the experience meaningful and rewarding.

  • Consider your tone of language – friendly is fine, but always remain professional. How...
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