Great tips to promote your unique business identity
Identify the unique quality of your business and set yourself apart from your competitors, then build and promote brand awareness.
What is your unique selling point? How do you convey that to your customers?
Usually when I ask this question, I either get a blank look followed by silence. Or, phrases such as 'we give good customer service', 'we deliver on time', or, 'we offer a personal service'.
While these are very good for your customers, none of them set you apart from almost every other business.
Now think of Coca Cola's statement, 'The Real Thing', this is a classic example of positioning in relation to a competitor. The message they are conveying to the customer is that they are 'the original'. Therefore, the competition isn't.
Tesco are great with their 'Every little helps'. This conveys to the customer that they 'are on your side in helping you to save money by shopping with them'.
And, who could forget the mars bar, 'A mars a day helps you work, rest and play'. We tucked into mars bars knowing it would see us through our day no matter what.
Each example has an instantly recognisable logo, followed by a strap line. This conveys a tantalising message as to what the product will do for us.
Granted, as a small business you may not have the budget to build a brand awareness campaign in the same way. You can however practice advertising strategies that are built around your own unique brand.
How to identify your uniqueness
You need to find only one distinct quality that will set your business apart from your competition. Yes, it need only be one.
This unique quality setting you apart from the herd is your brand. It instantly speaks to consumers about the nature of your product or service. It conveys your uniqueness, your reputation, and your commitment to deliver as promised.
Once you have identified this, you must clearly communicate your brand to your consumers. Two instant ways to do this: your logo and strap line.
A branded business has a memorable logo. For example, Nike sportswear is instantly recognised by the checkmark.
Your logo is the visual component of your brand. Then, there is the written or verbal one. This is referred to as your strap line.
For the small business owner, it's better to go with a narrowly defined strap line that clearly denotes uniqueness. For instance, Jane's sandwich bag - 'stays fresher for longer'.
Steps to take
- Identify one unique quality that sets you apart from competitors.
- Have a memorable logo.
- Write a strap line or slogan that conveys your uniqueness and promise to your customer.
Promote your unique identity:
Brand all your communications.
If you write it, design it, touch it, or type it - give it your brand. Leave evidence of your brand wherever you go. Use it on letterheads, post cards, website, printed literature, emails, business cards etc.
Give something away that carries your logo and message.
Free tee-shirts, free pens, free calendars, free e-books, free downloads, free templates, infact, anything that you care to give away. The longer life it has and the more people it will reach the better.
Join in activities.
Encourage people to get involved with your business. Ask them to complete a questionnaire, or to comment on a new product. Run a contest or join someone else's campaign - it's great for promoting your business.
Make referrals easy.
Make sure you have a great referral strategy. Make it easy for people to refer other people to you. Include a referral card as part of the pack you send out to customers. Include a free gift as a thank you.
Share your knowledge
Give information to people that will be of use to them while at the same time is promoting your product or service. For example, if you offer sports massage, share your knowledge on the types of therapy that will alleviate their problems. Write a free article on the subject.
Use the above strategies as part of your marketing mix to promote your business. Continually look for ways to repeatedly expose consumers to your unique business, your brand.
Wendy Howard
Spirit of Venus
Visit www.spiritofvenus.co.uk for information on leadership < management training for small businesses.
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