3 creative ways to build a brand customers love
Creating a memorable brand that excites customers can be a powerful weapon to add to your arsenal when running a small business. Think about the local café that you regularly visit. Besides the great coffee, I'm sure something about the brand, the people or the location makes it appealing to you. Creating a memorable brand takes time and effort, but where do you start in a crowded market? Let's look at three creative ways to build a brand that people will love.
The first thing to know when thinking about branding is to recognise that your brand is your business. Your brand sets you apart from the competition and should represent why you are in business, what makes your products or services unique, and how you want to be perceived by potential customers. If people trust your brand - they will buy more of your products and services - and create great word of mouth for your business.
If having a great brand adds rocket fuel to your sales, then the opposite is also true. Having an excellent brand message that you don't execute on is a surefire way to frustrate your customers. If you talk about 'always being on time', but your services are always late, it exasperates your customers' frustration even more. In that sense, you need to back up your brand with quality products and services. Being authentic and sticking to your ethos will help build customers' trust and loyalty because they know they can rely on you when needed.
Once you have built your brand values, stick to them religiously. Having a consistent brand helps people remember you, and it also builds trust. If your brand is memorable and invokes a sense of quality and confidence, you are well on your way to building a successful small business. With this in mind, there are some ways you can fast-track your brand recognition.
1. Brand ambassadors
Brand ambassadors are individuals, ideally real customers, who help to promote your products or services. Ambassadors should be picked based on their personal or professional connections to your target market and their ability to communicate the brand's values in an authentic and relatable way.
Brand ambassadors can be crucial in building brand awareness and creating a positive image for your brand. When potential customers see real customers to whom they can relate, talking positively about their experience with your brand, it becomes a no-brainer for them to sign up.
Whilst some people may think of celebrities or influencers when they think about brand ambassadors, it's better to leverage regular customers in most cases. To get your message across, get your ambassadors to create videos, present at webinars, and provide quotes and reviews on your website.
Through strategic partnerships and collaborations, brand ambassadors can also help to increase customer engagement and drive sales, making them a creative resource for building your brand presence.
2. Guerilla marketing
Guerilla marketing refers to unconventional, low-cost marketing tactics that aim to create a big impact with a small budget. For small businesses, guerilla marketing can be an effective way to get noticed, build brand awareness, and reach new customers. By thinking outside the box and being creative, startups can develop unique campaigns that stand out and capture the attention of their target audience.
For example, you could use guerilla tactics such as street art or flash mobs to generate buzz and attract media coverage. Additionally, startups can leverage the power of social media to reach large audiences and create a strong online presence, all while keeping costs low.
Guerilla marketing requires a certain level of risk-taking and boldness. Still, when executed correctly, it can result in a high return on investment and a stronger brand identity for your business.
3. Publicity stunts
Publicity stunts are a quick and effective way to generate huge public awareness. For small businesses, implementing a successful publicity stunt can be a cost-effective way to increase brand awareness and reach a large audience.
To come up with a good stunt, consider your target audience and determine what kind of stunt would be most impactful and relevant to them. For example, if tilers are your target market, you could break the world record for the largest tile. Once the concept is in place, you should plan and execute the stunt carefully to ensure it is safe and complies with any necessary regulations.
The next step is to reach out to local media outlets and journalists to inform them about the stunt and invite them to cover it. Social media and other digital channels can also help amplify the stunt's reach and ensure that as many people see it as possible. A well-executed publicity stunt can significantly impact a small business's brand and bottom line, making it a valuable investment in the long term.
Building an incredible small business brand takes time and dedication, but it is possible to take some giant leaps forward with the right strategies. Don't be afraid to mix up your brand activities using these 3 hacks to get your message out to the market. With these techniques, you'll be sure to create a strong brand identity that resonates with customers — one that they won't soon forget!