by MAD Contributor-Freak Joy Silha
When it comes to branding, Small Companies might benefit by thinking like big companies. Remember what Steve Jobs said: “I want to put a ding in the universe.” That’s how you need to think. And while you may not make a dent like he did, you can impact your world with just a few key reminders about your brand.
Get Clear About Your Identity
Who are you, why are you here and what are you delivering that is unique, so I can get excited about it?
That is the essence of branding.
Branding is not just about creating a new logo, a new ad or a new marketing campaign. It’s about whether your product or service continues to have meaning to your customer, and whether you’re communicating that.
Passion Is At The Core
Branding is about passion. It’s about being passionate about who you are and what you’re selling. If you don’t have heart, you won’t reach your customers.
You’re looking for engagement, and if you’re not passionate, if your employees don’t care, no one else will.
Tell An Engaging Story
Branding involves telling a story, but the story is never-ending. It’s not static, and if you don’t review your story, and make adjustments based on the new world you’re living in, your brand will fall flat.
It’s about change coupled with consistency, and never letting your competition define you.
Ask a Few Meaningful Questions
So, here are a few branding reminders for small business. If you’re developing a new product, launching an ad campaign or wondering about your next great step, stop and focus on that one important thing – your brand:
Who are you (today)?
What are you delivering?
Why are you unique?
What is your brand promise?
Are you believable?
Are you memorable?
Do you tell an exciting story?
Is your brand aspirational, focused on an experience or a dream?
Is there passion and personality in your brand?
If you think about these things, you’ll have a brand that reaches the heart of your customers. And as we know, the heart is at the center of everyone’s life. Brands that are personal and emotional build loyalty.