"You brand is what other people say about you when you're not in the room"
- Jeff Bezos AMAZON.COM
Your brand is based on your story, your struggle, your epic win and your presence. It is something that everyone can associate with that rises from your pitch/claim.
It should (but not always) have a few fundamentals to help connect the business to the customer and vice versa.
It should be catchy
Easy to remember
Something that rises out of your pitch/claim
The use of the same colours everywhere
Your business name should help describe what you do
People on the street need to know what your business sells and can say it accurately
Has a story that is well known
Take Bunnings - in Australia, we know this brand is associated with hardware. It is a big store found almost everywhere catering to tradesmen, DIY renovators and Mum's and Dad's. I bet if you asked anyone on the street they would be able to tell me the colours on their logo being green, red and white, what products they would retail and their famed catchphrase - "We'll beat it by 10%". Yes, they are in the market of offering the lowest prices possible.
...well that is what they would have you believe.
In truth, Bunnings has cleverly sourced products from retailers that are not always sold via other retailers. And if they are, they match the pricing of the other retailers as per their promise as long as their customers kindly do the work. Chances are, the refunded customers would be few as it is all about convenience and ironically, that would make us go out of our way to do so.
They also offer trades and discount cards for loyalty and provide you with big trolleys with lots of choices that would capture the interest of any single person who walked in their aisles. No longer do tradesmen and Dad's get excited by going into a Bunning's store, but they also cater to Mum's with DIY (Do It Yourself) projects and kids with their own safe play area and charity sausage sizzles out front. They have captured the trust of their customers who would happily offer advocacy to another when asked.
And that my friend is the power of a brand.
So on reflection, how is your business presented to your marketplace?
Do you have a well-defined story of why you got into your business in the first place, what drives you and what impacts you hope to achieve through the help of your staff and your customers? Make sure it is on your website in the About.me section, write to magazine publishers and showcase your story and how it is going to present. Your story needs to be told - people are attracted to the realness of YOU and YOUR beliefs.
Do you have a marketing strategy to keep talking to your customers even when they are not buying right now? Try brand exposure advertising just to tell on-lookers who you are and what your business does. An email autoresponder to advise on special deals for members, notice of up-coming events, news items, and competition details.
Is your business name and catchphrase on your premise, on your vehicles, on your paperwork (receipts, quotes, accounts, contracts, etc.)
Is your name easy to define what you do and can be recalled by people on the street? (For some businesses who have a hard to recall business name - try adding a jingle where radio listeners can recall)
Are your colours clearly defined and found on all your uniforms, adverting and logos?
Business is a game of being seen and understood.
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Meg Hogan x
Meg Hogan is an Amazon #1 Best Selling author in Australia and US for 'Get Rich Be The Voice' and a Business Coach helping owners maximise their business potential to be in the best possible position to reap more revenue and retain more personal wealth. With her 100% money-back guarantee of satisfaction, she gives certainty to her clients that their best interests are at heart.
"My door is open or anyone who may wish to discuss their business challenges in hopes of finding some practical solutions. Book a free call to chat on what I can offer you, and walk away with at least 3 things you can do now to improve your situation."
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