Picture this: a new restaurant opens across the street from your house. You try it and, for the first time in years, you have a new favorite. You tell everybody about the restaurant; about its subtle, yet edgy, atmosphere, the friendly wait staff, and the delicious, reasonably priced food. You go there multiple times a week, with friends or alone, and you’re sad when it’s closed on Mondays. As the novelty wears off, you start ordering carry-out – and noticing more empty tables in the little restaurant. One day you walk in around 6:30 p.m. and the only other people in the place are the employees. You want to ask the people at the counter why they don’t have a website or any social media presence to speak of, but you know it isn’t their fault that the restaurant will almost certainly be out of business by this time next year.
What’s the point of brand development?
Objections to brand development come in many forms. For instance, a manager might insist that his industry doesn’t warrant big marketing initiatives. A vice president might think that the sales team gets results through personal relationships or arm-twisting, rather than supporting materials. On the other end of the spectrum, a small business owner might like to get some rebranding in the works, but never seems to have the ready funding or time to improve his business in that way.
Brand development is how you communicate the value of your business to the people who you want to be your customers. You could be managing one of the best restaurants on the whole block, but, if you don’t invest in any kind of marketing get new patrons through the door, good luck to you. You could be running one of the best sales teams in the country, but, without good, coherent material to show a prospect, securing big orders will be 10 times harder.
Instead of relying on luck, take charge of how people think about your business. Your brand should have a personality that resonates with your target audience. Examine how your company fits into the industry and where you add value for customers. Develop a strategy that showcases how you’re different and why that matters to the people you’re trying to serve. In time, you’ll not only be sending a clear message to your prospects, but also building loyalty and advocacy around your brand.
Have you taken charge of your branding? Let us know how in the comments below.