How to define your business brand…

I love the process of creating a brand (and this is more than just a logo – watch this space for my next post) and for small businesses this often involves their entire business proposition and positioning.

So when I work with my clients, the majority of whom run small businesses, when we talk about brand, we are talking about their whole business, their offering, their target markets and how they can differentiate themselves from the competition and entice their target markets to spend their money with them.

Many small businesses will start marketing and promoting their small business without really thinking through what it actually is they are marketing and promoting and this often means they end up spending money on marketing that’s not working as well as it should for them – because they haven’t thought it all through. So here are the three key things I get my clients to think about when we are defining their business brand in preparation for marketing it.

The WHAT, the WHO and the WHY…

If you know inside out, in detail, with clarity (you get the picture) WHAT it is you are offering then you can clearly communicate that offering in your marketing.

If you know WHO you are offering your products and services to then not only can you identify the particular needs of your target market but you can create communications to them that are targeted specifically for them and to address those needs – this means they are more likely to respond to your marketing because they will relate to what you are saying and how you are saying it.

If you WHY your target market would buy from you rather than a competitor – i.e. you know the benefits of your business for your target market and you know your competitive advantage – then again communicating this information to that target market becomes easy and more focused.

If you would like to know more about defining the WHAT, WHO and WHY for your business to make your marketing more effective and get more business then please feel free to contact us on 0845 272 3539 or visit our website for more information.