Recently, I talked to Steve Randall of Hampshire Talks Business about the importance of building your brand and how to get the best results from your brand; whether you’re a one-man start-up or large Multi-national Corporation, your brand is the first element of your business potential customers will engage with and therefore, arguably, the most important.
During my 25 years of experience in the field I’ve worked with both small and local, and large international businesses – finding creative solutions to their marketing needs – and, no matter what, I’ve always taken the same approach: customer-focussed.
When building your brand, you must always put the customer at the centre of everything you do. Remember that when customers visit your website, pick up your leaflets, or read about you in the press, they want to know how your business will benefit them; this is why identifying your business’ unique selling proposition (USP) is crucial.
Identifying and communicating your USP when building your brand
Identifying your USP might sound like useless marketing speak, but in reality, it’s vital to the success of your business. Particularly with the rate of change of technology – something I talked about extensively with Steve – your USP will not only make you stand out above your competitors but help you engage with your customers.
Never forget that your ‘brand’ doesn’t just refer to your logo, it refers to your voice, your content, your product, and everything that makes your business yours!
Building your brand around figureheads
Think Richard Branson or Steve Jobs, Martha Fox or James Caan…
Having a figurehead – a single point of contact or recognition for your business – can evoke passion, compassion and even loyalty to your brand. Whilst faceless businesses can achieve great success, people buy from people and the best way to engage your customers, particularly when you’re a small and local business, is to present them with the figurehead they crave.
I had a great time talking to Steve about building your brand! If you’d like to know more about what we discussed, please have a listen…
If you’re currently considering rebranding your business, wondering how to engage with a new audience, or are a new start-up, whatever your marketing needs, myself and my amazing team at Created can help.