Many small business owners believe that building a brand is only for the big guys with mega-bucks. That is so not true! According a recent article in the Arizona Republic, “Small business owners often discover—sometimes the hard way—that branding is a surefire way to make or break a product, service, or company.”
Creating a clear and powerful brand is the first step toward success. Then, the next (and even more important) step on the way to generating a lasting impression is to reinforce your brand with consistent communications and messaging across all online content, including your website, landing pages, social media, blog, email, and online ads. You need a steady, dependable platform for your passion that’s relevant and meaningful to your target audience, if you want them to believe in you and your business, as pointed out by Chelsea Berler, Solamar’s Founder and CEO.
Inconsistent brands dart around here and there…and confuse people. Whereas, consistent brands solve problems, reinforce positive experiences, and make people trust a business. According to Yahoo Business, “Part of optimizing your web presence is to ensure that you are consistent across your various web properties so that no matter where someone finds your business, they are left with a compelling, lasting impression.”
That’s why it’s so important to recognize the many and varied benefits to a having a consistent brand.
It says who you are and what you stand for
Your brand is the public face of your business…how you are known in the marketplace. Among its many other attributes, your brand embodies your company’s vision, values, personality, positioning and image. A consistent branding strategy creates simplicity…making it easy for your customers and prospects to know you and what your business is all about.
There is no doubt about your company’s voice, whether you are creating the message yourself or have someone help with content creation. You company message always sounds the same. The tone, choice of words, examples, analogies, and stories all fit under your brand. It’s as if one person can start a piece of content and another can finish it in the same voice, with ease.
It differentiates you from the competition
The more often and the more places you apply your consistent brand, the better opportunity you will have to attract your ideal clients and customers. Your business will stand out as unique from the others in your industry.
Your peeps will recognize and identify with your brand with high standards, such as trust and quality, especially when you reinforce your brand message with logo, design, and colors that they value emotionally.
A consistent brand experience creates a barrier to your competition. There is no substitute for your compelling brand message. You make it hard for competitors to step in and steal your magnetism and mojo. (If you don’t think this is true, think about the unmatched mystique and aura of Apple!)
It increases customer trust, loyalty, familiarity…and sales
A strong, focused brand consistently projected across all of your web properties makes your business more credible and recognizable. This, in turn, increases adoption and strengthens loyalty.
Strong brands attract the right kinds of people to help the brand succeed. Consistent brand experiences that express why you matter in ways that resonate with targets will attract passionate customers who spread the word.
An effective, consistent branding strategy makes people really want to have your products and services. Instead of your having to spend a lot of time and money to sell stuff, your customers will seek you out and buy from you. This can be very rewarding financially—you save money and make money.
It produces a lasting impression…without breaking the bank
When your brand message is imprinted in the subconscious minds of your target audience, then you will have succeeded in branding your business. That takes consistency, not a mega-budget.
Your persistent and consistent brand message, backed up by good quality, great customer service, effective messaging, will yield results.
It makes your business really buzz
When you create genuinely interesting and engaging content that is consistent, you are in control of your own business “buzz.” It makes your company the one people want to like, talk about, gossip about, and share with friends.
Want a consistent brand that keeps your business (and sales) buzzing? Give us a shout!