Branding your business

Branding isn't just for the big multi-national companies with huge budgets: small and medium-sized companies can benefit from an effective brand that drives customer loyalty and differentiates them from their competitors.

Don't fall into the trap of thinking that building a brand is about creating a clever logo and using it on every piece of Marketing literature you use. A brand reflects how people view your business.

A brand helps customers in their decision-making, creating a perceived knowledge of what they are going to buy - before they buy it.

Every business has already got a brand, even if it doesn't treat it as one. Your customers and potential customers already have a perception of what your business means to them. Building your brand just means communicating your message to them effectively so that they immediately associate your business with their requirements.

First steps

Before you develop your brand, you will need to asses your business, how it operates and the message that you want to, and are able to, deliver consistently to your customers.

• Identify your business, product or service's core competencies. These are what you achieve for your customers, not necessarily what you do.
  
  
• Once you have worked out your core competencies, build the message into everything your customers and potential customers see and hear before they have any direct contact with your business.
  
  
• Assess who your existing and potential customers are, and find out what they like and what they want.
  
  
• Find out how your customers and your employees feel about your business.
  
  
• Define how favourably your business is viewed by customers and potential customers - this is your perceived value.
  
  
• Make sure your company literature reflects your brand and if necessary redesign your logo so that it provides an immediate visual link to your brand.
  
  
• Make sure your staff understand the brand and believe in it. Your staff's attitude and behaviour will influence the success of your brand more than any promotional activity. Remember that 'people buy people'.

Building your brand

A brand will not work instantly. It will take time to develop, becoming stronger as long as your business consistently communicates and delivers your brand values to customers.

• Always think about what your business achieves for your customers and structure your business to achieve it.

• Do everything you can to make sure that the brand message is delivered consistently.

• Keep your staff involved with your brand.

• Meet and exceed what your business promises to customers.

For help, assistance or advice on branding or the re-branding of your business call, Apple Pie on 01962 732392.