Most people think that the best way to go about business branding is to spend a lot of money on big, flashy ads that are sure to get a lot of attention. But, while that may work for some, not all of us want to go that route. And, not all of us might have the dollars to do it either. So what is the alternative? How can small business owners build up their brand without breaking their budgets?
First of all, focus on creating a product that can speak for itself. How many products have you, as a consumer bought because you saw an ad for it versus just because you loved how it looked? I know I never saw a single ad for iPods before buying mine. But when I walked into the store and saw its sleek white design, I knew I had to have it. A great product will convince the consumer to buy it even without an ad. Create a product that is visually appealing and unique and watch it speak for itself.
Another cheap way to build up your brand is to focus on sending out press releases and news stories on a regular basis. But don’t just send out ads that the media are not likely to pick up. Journalists are always hungry for good news stories; if you give them one, they will only be too happy to write about it. Give them some good sound bytes and you’ll have them eating out of your hands.
A key part of business branding is also your company’s website. While keeping your messaging consistent, focus on creating a page that is simple yet professional. Don’t fall into the trap of overloading your page with fancy graphics and animations in the belief that it will wow your visitors. It won’t. They will get annoyed and leave before they even find out what your page is all about.
You should also take advantage of word of mouth. It’s free and it’s a million times more effective than any kind of advertising you will ever buy. Network wherever you can and get people talking about your product. Give out free samples. Encourage high quality customer service. Get in touch with other business or trades people where there could be mutual benefit. Plant the seed and watch it grow.
Finally, remember that for as much as you engage in business branding, if you don’t take care of your own personal branding, it might all be for naught. Remember that first impressions make all the difference in the world. Take care of your own personal hygiene and make sure you have a brief one line statement to summarize what it is exactly that you do. Have a business card on hand so that even once you leave a conversation, you never fully leave that person’s mind. You only have a few minutes to make a lasting impression, so you want to make sure that you’re using them to their fullest potential.
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