Myra Hotchkiss gets basic regarding the components of branding. Read on …
Many articles online describe the components of branding. If small business owners have been taking notes, they might be overwhelmed by those components. On the other hand, they’re aware of what consumers in their niche need. Seeking a way to entice them into buying their service or product is the main goal in their business life. Since many articles nowadays are about the importance of branding and why it matters for your business, small business owners are concentrating on using this as the way to entice those consumers to their product or service. What is the basis of branding? How can it be used to gain customers? We’ve narrowed the gist of all those articles down to two things, and if you can ace this, you’ll ace small business branding.
Building a Better Mousetrap
Let’s say you’ve got the inside edge on the ingredients for a health and wellness product. You order your ingredients in bulk and produce your own health and wellness shake. Let’s also say you’ve chosen network marketing in order to get the word out to as many people as possible. You’ve turned-on people who noticed your own improved health, so these people now sell your product for a good return on their investment. You’ve packaged the product attractively, it’s set at a reasonable price, and you’re making a good profit. You are in the process of building recognition, getting referrals and you are standing apart from all those other health and wellness products. These are important aspects of your business.
Here’s where the first of the two things comes in. You invented your health and wellness product out of your determination to become the healthiest you could be, to help people like yourself and to make a little money (let’s be honest here). The people you signed up to market your product did that because something about your story touched them, made them understand and identify with your story. We’ve discussed before how emotion is used in marketing today. No one buys a product that doesn’t reach out to them. No one uses something that doesn’t give them satisfaction in some manner. You’ve accomplished the first thing in branding: your story moves people. This makes your customer base brand ambassadors, another important aspect of your business.
The colors, logo and slogan used in branding go far toward advancing a brand. If you can incorporate your story into these things, then you’re half there. Your story should instill confidence at the same time it’s emotionally engaging your niche. A better mousetrap irresistibly attracts its mouse.
Ain’t No Mountain High Enough to Keep Me from Getting to You (Ashford and Simpson)
Do you even recognize anymore the fact that you drive clean across town to the grocer who sells the brand of bread you love the most? How many times do you go to the store that sells your favorite kind of shoes, even though a store closer to your home sells a similar shoe that’s just as good? Will you patronize a movie theatre with the best food playing less than enticing shows over one closer to home playing your favorite movie? That’s called loyalty. Your passion for that brand of bread and shoes dictates how far you will travel to have it. It’s called a rut when people will have only one thing consistently. It’s called branding when people will only have it from you.
If your passion for optimal health hadn’t forced you to make it happen, then no one would care about your product. The tone of your voice, the snap in your eyes and the ear-to-ear grin on your face convince people that you have the best product ever. When they try it, they get the same beatitude in their voices and faces. They, too, will drive clean across town to purchase only from you. They, too, will happily stay in a rut to use only your product. In a world in which there are dozens of choices of brand involved in a product, when people recognize yours and buy only yours, your business will take off. Congratulations, you’ve branded yourself!
Your passion in your story will instill loyalty in your customer base. We know it’s a lot to comprehend, much less to incorporate into your brand. That’s what we do, so contact us should you need help.