What’s the big deal about branding and why is everyone talking about it all the time? Well, it is a big deal – and that’s why it gets talked about what may seem an inordinate amount of the time. The trouble with branding your small business is that it’s difficult to do so retroactively. Changing the public’s perception is harder to do than getting it set right in their brain the first time.
So, is it a good idea to spend some serious brain time deciding what the value proposition of your business is? Don’t get confused about features and benefits. No one really cares what your product or service is or how it works. What they care about is what it will do for them. This is where your branding comes in. Confused? Don’t be. It’s actually pretty easy, though critical to get right.
Consider this example. A reading company has an online children’s book club using all the latest bells and whistles and even a snazzy new ebook reader. Technology is nice but that’s not what draws a parent to the service. The company decides instead to go for the idea of child-parent bonding and called the company Early Moments: sharing the gift of reading.
Are you beginning to see what branding entails? You see it all the time from the Big Boys – you could probably name a dozen taglines off the top of your head. Though your company might be significantly smaller in size, the same idea holds true. You must provide your potential customers a benefit-laden chunk of “feel good” to hang onto. Otherwise they’ll just go on down the street to the guy who does.
Now get busy branding yourself.
The Creating Wealth Team
