Creating the right image
Creating the right image
Your brand is the voice that keeps on speaking for you even when you are too busy creating your products or services. Usually, for small businesses, creating the right image for our business is the last thing on the agenda, we are so pre-occupied with perfecting our products forgetting that having a strong brand is the most important aspect in creating a sale. As you read this, you may be losing about 40% of your potential clients to your competition. Not that your competition has the best product, no, its your clients that are failing to distinguish between your products/ services with that of your competition.
Let me give you an interesting scenario that we found in the music industry. Currently, the biggest brands in music are from Nigeria. They have created a very unique brand such that once the song starts you can easily know that its Nigerian, because of this, every time people hear a good song from Africa and they don’t know the artist, they go and search for the song on Nigerian platforms even though the song could have been from Zambia. This same situation could be happening to your product, you maybe making such a good product but without a strong backing brand, your clients could be spending on your competition and wondering later on why the product or service is not as good as the previous one they tested.
So how can I build a strong brand?, you ask; here are five key elements that you need.
- Define your product; Branding is a constant message you send out. You need to decide what your product really is. Remember that your product may not be an actual physical product you sell but the idea behind the physical product. For example, as Visualize Solutions what we sell is efficiency through our range of products and services. The idea behind our brand is growth for our clients as well as ourselves, growth can only be achieved through efficiency in all processes that’s why our product is efficiency.
- What makes your product unique; If you are business owner or you want to get into business, you need to define what makes your product unique. Even if your product may look the same to other products on the market, you need to define what meaningful and available spot that you will position your brand on the market. For example, what makes us unique as Visualize Solutions is our artistic approach to all problems. Give us a rock and we will make a profitable sculpture out of it.
- Are you keeping your business promise? Remember that your clients buy from you because of the promise that you give them, a customer returns to you because of the promise you keep. You can’t grow your business on one-off purchases but through several return sales. Having a good product is just a starting point, you need to engage your clients and most of the time you need to offer more than what your clients expected.
- How well are you presenting your brand? Brand presentation is what will build interest and curiosity in your customers. You need a very good name and logo. Plan your communication well and always make sure the voice you send out is professional and compelling. Train your staff on what your brand is about so that the image you project out there is always constant and in line with your brand’s promise.
- Persistence is Key; Our greatest strength and weakness as humans is adaptability. When we do something over and over, we loss interest in it. Building a strong brand means repeating your brand voice over and over. Remember that even through you may have said your promise a million times, it does not mean all your clients have heard it a million times, some may have heard it just once. Persistence is what will help you stay on track.
- Is your brand creating the right image in your client’s mind? You need to constantly monitor how your clients perceive your brand. Remember that a brand is a set of beliefs about what you offer and what you stand for. Keeping track of how you are perceived is what will assist you refine your voice and create a lasting relationship with your clients.