How to stand out in a crowded marketplace
Consistent branding across digital and traditional marketing platforms can help you to win new business and set your company up for long term success.
If you’re a small business with a large to-do list and limited resources, spending time and money on marketing and branding may not be one of your top priorities. It can also seem a little daunting if you don’t have any expertise or experience in this area.
However, now, more than ever, effective branding is essential to the success of any business, and you ignore it at your peril.
Stand out from the crowd
As more and more small businesses continue to enter the marketplace it can be difficult to stand out from the crowd and attract the attention of potential customers. Developing a strong brand that encompasses who you are and what you offer as a company will help you to cut through the noise and clearly communicate your key messages and unique selling points to your target audience. On an even simpler level, it also helps to raise awareness of your business – after all, people can’t give you their custom, if they don’t even know you exist.
Connect with your customers
With any business, building customer loyalty and trust is key to continued success, and your branding can play an important role in this. Research has shown that customers are much more likely to choose to do business with a brand that they recognise rather than with an unfamiliar name, and a strong brand will help you build that familiarity, allowing you to engage and connect with potential customers.
For small brands with a small (or non-existent) marketing budget, digital channels and, in particular, social media can be an invaluable marketing tool. Well-run social media networks can help you to connect and engage with your target audience, and provide you with the perfect platform through which to communicate your brand messages.
However, while digital marketing may be a great option for your business, be sure not to neglect other, more traditional forms of marketing which can work just as well. Activities such as direct mail, fleet vehicle branding, and print or radio advertising can all help to boost your brand, without breaking the bank.
Before embarking on any marketing activities, it’s important to take the time to understand your brand. Things to consider include what your core values are, who your target audience is, and what makes you different from your competitors. Having a clear understanding of this will help you to develop an authentic brand that speaks clearly to customers.
Consistency is key
Ultimately, the marketing activities you choose to support your brand and get your name out there will depend on what works best for your business, taking into account factors such as the kind of company you are, your target audience and, of course, your budget. However you decide to proceed it’s vital to ensure that your tone of voice, key messaging and visual branding is consistent across all mediums.
By presenting yourself as a reliable, consistent brand, your customers will view you as a company that they can trust, helping you to win more business and succeed in a crowded marketplace.