The Power of the Brand

Many times I am asked the question, “What can I do to let people know more about my business and what I do?” One of the greatest tools at the disposal of the business professional today is their brand.

Webster defines a brand as a mark used to identify. So I guess the question would be, what identifies you with your prospective customers?

There are many different types of brands. In this particular article we will focus more on the business brand. Let’s talk about business branding. This is where you, as the business owner or manager, are sending a message to the community about who you are as a business and what your and your business can provide.

There are three key points that are significant here. Number one is the look of your business. What message are you sending to your prospective customers? Is your place of business warm and welcoming? Are people drawn to you or your place of business? These are key in separating yourself from your competition. Remember, you have heard it said, a first impression is a lasting impression. Making your customers feel welcome and that you want their business is the key.

Secondly, what kind of relationships are you establishing? There are two types of relationships. The first is what I like to call the outer surface relationship. This would be a first meeting or breaking the ice if you will in a first time conversation. You do not yet know each other, but you both feel comfortable talking to one another. Then there is the inner surface relationship. This when both you and your customer both develop a sense of trust and doing good business with one another. Remember, people buy from people they like, so it is important that you focus on developing this type of relationship. The relationship that you have with your customers is also going to be the bridge between your look and your product and or service.

Now, the third key is the product and or service. You want to make sure that you are fully competent of what it is that you sell and go into each meeting with a full knowledge of that product or service. You must also believe in what you sell. If you do not believe in what you are selling then friend, quite honestly you may be in the wrong field, if you do believe in what you are selling, then you are sure to have a rapid pace to getting the results that you so deserve.

Now again, remember that people buy from people they like. Your prospective customers must feel as though they know you and trust you. If people feel like they know you, they will open up to you and you can look forward to building that inner surface relationship which in most cases will result in long term customer relations in business.

With these things in mind, I am also a big fan of giving back. People need to see that you care for your community. One of the best things that you can do for yourself and your business is to show others that you truly care. You can do this by getting involved in a non-profit organization. You can plug into serving with your local chamber of commerce, or other service groups.

One of the greatest quotes that I heard recently was this: “When you are blessED, be a blessOR, by becoming a blessING.” The universe will repay to those that give back to their communities and quite frankly, your current customers and prospective customers will take notice as well.

So remember, branding is the key. What are you marking yourself with and how do people view you and your business?

JD Buckridge The Branding Specialist