Building a solid brand is not something that is just on the radar of large or corporate businesses. Those of us with small businesses need to build a brand which resonates with our customers and which is true to what we do.
However, don't fall into the trap of thinking that building a brand means creating something entirely new and potentially expensive! In reality, your brand should authentically represent where and who your company already is. Brand building is about uncovering what's already there and leveraging it to its full potential.
So, let's dive into the three crucial steps you need to take to build an authentic brand strategy using the power of digital marketing and social media.
Step 1: Unleash Your Brand Story
As Henry Ford wisely said, "You can't build a reputation on what you are going to do."
So, instead of focusing on who you want to be, emphasise who you are right now, particularly if your business is dependant on you and your brand is your personal brand, or if your business is new. If your business is new, it is bound to change as it grows and goes forward, so your brand story will change - just keep it as coherent and clear as you can for your customers!
The first step in crafting an authentic brand strategy is to understand your organisation's identity. Think beyond the monetary gains you are hoping to achieve and delve into the purpose behind your business.
Ask yourself:
Why did you start your business? What is the underlying "why" that drives you?
What setbacks or experiences have shaped your journey?
How can you connect with your audience on a personal level?
In what ways does your business serve its customers?
What are your core values as a business?
What is your vision for your organisation and your customers?
How does your business contribute to the world?
By incorporating this messaging into your digital marketing and social media strategy, you'll establish a genuine connection with your audience.
Step 2: Make Your Audience the Hero
Now that you have your brand story, it's time to focus on the main character: your audience. While you and your team are the authors of your brand story, the plot should revolve around your target customers—the protagonists.
Put your audience at the centre and empathise with their needs and views. Your brand should position itself as the solution to their problems throughout your digital marketing efforts. Empower your customers to overcome the challenges they face, and highlight how your product or service can make a real difference in their lives.
Step 3: Walk the Talk
Authenticity is all about integrity. It's crucial to align your efforts and consistently demonstrate your brand's values. Put your money where your mouth is by integrating your brand's essence into every aspect of your business.
Ensure that your digital marketing, social media strategy, and even your company's culture reflect your brand's core values. By doing so, your brand will effortlessly resonate with your customers, leading to a true "happily ever after" for your business.
Remember to deliver on what your promises! Sounds obvious but with our ever-growing 'call out' culture, brands need to be very clear that they can actually do what they say they do!
Embark on the Journey to a Resonating Brand
Building an authentic brand for your small business requires you to look inward and discover what makes your company unique. Embrace your brand story, make your audience the hero, and let integrity guide your every move.
By following these three steps, you'll unlock the true potential of your brand and establish a genuine connection with your customers. Get ready to embark on a remarkable journey that will lead your small business to success, one authentic step at a time.