>There are a million and one definitions of branding. Here’s one I got by googling the word, “branding:” Creating a cohesive company identity.
That’s actually not bad for starters. Small business owners would be wise to remember that their marketing should match the customer experience.
Too often advertising and marketing plans are put together with the sole intention of “driving traffic.” You know, getting more customers. But really your branding starts with a promise; your promise.
The first step to branding your small business is to develop a brand promise. Anyone can sell a product or service, including you. But what do you promise to your customers beyond the product or service you happen to sell?
One of my clients, King’s Daughters Clinic in Temple, has decided to make the promise: Get an appointment with a primary care physician within 24 hours.
That’s a meaningful and specific promise and one that’s important to their customers. People are tired of having to wait a week or more to see a doctor.
What’s your brand promise? Don’t waste it by saying something silly like: “We care about you.” (No apologies to those of you using that line) Make yours as meaningful and specific as the one King’s Daughters Clinic is using.
For more small business marketing, see my website: www.themarketingspot.com