It is a curious topic -transforming businesses into brands. Being a brand is something more valuable than being a business, and it takes a far more strategic approach. But is it really worth the effort to build a brand?
Brand vs. Business
A business is merely an entity that offers certain goods or services. In all respects it is a soulless entity, devoid of a voice or character, and focuses on the end result. Customers may buy from a business, but they don’t create an “emotional bond” to it. They are reserved for the brand.
Brands are essentially “perceptions” that have been carefully crafted by marketers and strategists and encourage customers to equate certain emotions and personality traits to the company.
Importance of Branding for Small Businesses
Branding is more important for small companies than for large companies. The benefits of branding are staggering for small companies with limited budgets rather than large investments and cash flows.
Strategic design and digital activity are the two most important tools in your marketing arsenal that can turn you from an SME into a successful and thriving brand.Here are some strategies and steps to make this change a success.
Digital Transformation Strategies:
1. Your Brand Logo and Other Visuals
A logo is the strongest identifier of a brand. In the digital space, brand strategy becomes even more important for a small business trying to develop its brand strategy. It becomes your identifier, which sets you apart from others in your area. If your logo design is representative of a long-range, strategic goal, employees can participate and understand the brand message it expresses.
In properly update your company’s logo, it must be reorganized (to fit various digital platform specifications) and, in some cases, completely re-imagined.
2. Consult an Expert
If the rebranding seems like too much of an undertaking, don’t feel overwhelmed. You are not alone, many SMEs (33%) are far from digitization because they do not know how to do it and do not have the budget to hire in house digital / IT marketing specialists.
The good news is that there are many design and marketing agencies that provide consulting services for a fee that can support your digital transformation and digital marketing needs.
3. Design a Website
For small businesses, investing in a website can be a difference between success and failure. A website is your digital store, which is always open. It works and gives to its customers even when you sleep, on vacation or with friends and family. It works tirelessly and intelligently. It provides you with important data, generates leads for you, and ensures that your small business budget can be expensive, but the benefit eliminates all costs.
The strategic design of a website is an extension of your brand, which is always associated with the brand and communicates your brand’s message from each page to each interaction point and is presented in the color, font, design and even navigation of your website.
4. Set Up Company Social Media Profiles
Once you create your website, start a thoughtful ad campaign, and regularly publish to your blog, it’s time to get involved in the area where all the conversations take place -social media.
For most of the consumer market (Millennials and Generation Z) social media platforms are their second home. To reach them, you must market where they tend to spend their time. According to 82% of marketers who work with small businesses, social media is the most important aspect of their business.
So, do some data mining and prioritize the social media channels where most of your target audience is hanging out. Then define your social network profile based on the information in the data. The most popular social media channels for most market segments are Facebook, YouTube, Instagram, and Twitter and each one’s target demographic is different and used for different purposes by its audience.
5. Start Email Marketing
To make the most of your digital transformation and consolidate your brand message, you must use email marketing to reach parts of your target market that you may not have reached before.
According to statistics, 81% of small businesses successfully trust email as their primary customer channel. 80% of SMEs use email marketing to retain existing customers and see them as the main driver for these two purposes.
So, there you have what turns a small business into a successful, thriving brand. It’s not too simple or complicated.There are experts available who can iron-out the most complex areas of it for you.
At Dynamic Marketing Consultants, we have a team of marketing experts who have the tools to handle these efforts while you manage your business growth. If you’re ready to set your business up for success, please reach out today to get started.
Even if you’ve started off managing the marketing of your business strong you will eventually hit a plateau and look for ways to continue growing your business. It is the eternal struggle in business to stay in front of potential clients, create top-notch products, and ensure the best service. But how do you balance it all? Entrepreneurs and business leaders are independent by nature and can be reluctant to ask for help when it could be truly beneficial. Further, it can be challenging to see the big picture and determine where to focus marketing initiatives for the greatest positive outcome.
While no one knows all there is to know about growing a business, consulting with someone who has specialized experience can be a game changer. With so many options to choose from, how do you sift through the options and settle on the business consultant best for your marketing needs?
From establishing business goals and milestones to creating your brand logo, it is vital for you to be fully heard and understood by your consultant. The ideal business consultant will know the right questions to ask in order to have a firm grasp on your desired marketing outcomes, desired clients, and brand message. This level of innate understanding of marketing strategy only comes with years of professional experience. So seek to avoid someone who seems to know all the answers without first hearing your business goals and expectations.
Communication does go two ways though! Before scheduling a meeting with a potential consultant, have a set of questions and ask their plan and proposed strategies related to your specific concerns. Seek to build a trust-based relationship as, over time, the business partnership with a well vetted and seasoned marketing business consultant can be the additional point of contact you need to make this your best quarter yet.
But Do They Really Get It?
Perhaps the most overlooked way to determine which business consultant truly aligns with your business needs is to select one with a small business of their own. There is no better indication of a successful marketing consultant than to look at how they market their own business! It is a unique opportunity to have your business marketing processes analyzed by industry professionals with years of dedicated experience, and the “know how” to implement the changes to get your business where you’d like it to be! So, take a good look at your potential consultant’s business processes and determine if they meet your business goals and standards.
Niche Marketing Strategies Abound
Another reason to look outward for consulting help is that there are many ways to improve that you might not have even considered. A marketing consultant has likely worked with brands from various industries and can apply their marketing strategies in the way that best suits your business! Be sure potential business consultants have experience in your industry, be it service based or a product. Different strategies support different outcomes, and a consultant who has a detailed understanding of the needs of your customers and clients will make your marketing that much more effective!
Do Your Own Research
With the internet at our fingertips, it is easy to find a wealth of information about potential consultants with a few taps on the keyboard. Check out the website of potential business consultants and see which clients they have worked with in the past. Many consultant’s websites will highlight their greatest achievements, so if they have great testimonials from local attorneys and that is your industry – you’ve likely found your match! As mentioned, how a consultant markets themselves is a great indication of their marketing skills, so while you are on their website, determine if they approach their personal brand marketing in a way that would be favorable for your brand.
How We Can Help
Our team at Dynamic Marketing Consultants, based in Florida, is comprised of a well-rounded group of marketing professionals to fully support your business. From digital improvements to direct mail strategy and brand revivals, our specialized team is here to make your business the best version of itself! Feel free to contact us to hear more about how we can help – through business consulting and beyond!