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Branding is not just about big business. Regardless of whether you have a specific brand strategy in place or not, if you are operating in business then you have a brand – good or bad, weak or strong.

In small and medium businesses the single greatest influence on the business brand is the owner. Think about it. Even if the company has marketing personnel, the final decisions and creative control lie with the executive director. This is something many owners of small and medium enterprises fail to recognize.

Remember, your business brand goes far beyond the just the name and logo. Your website design, your marketing message, your staff, your pricing policy, the look of your business interior, your brand collateral, your customer service together with the whole culture of your business all shape your customer’s perception of your business and your brand. And who has overall control of these elements? The owner. So whether intentional or not, for better or worse, as owner you are currently shaping the development of your business brand.

Building a strong brand starts from the inside. Whatever happens inside the business reflects what the customers perceive from the outside. I am sure we all know of a local business we love to visit because the staff are friendly and helpful. In more cases than not, this is because the owner is the friendliest and most helpful of them all. The owner is the influencer who affects everything around them within the business and beyond

If your business is not performing or where you want it to be, you need to look at what you are doing to influence those in your company, your brand and how its perceived internally and externally and the service you provide.

If you don’t have a clear vision of what your business brand identity is, what your brand stands for and how it engages with your target audience in a way that matters to them, then how can your business have a clear strategy ?

The huge positive for leaders of small and medium businesses is that building a strong brand is not difficult, done correctly and with the right team expertise on board to support you, because it starts with you.

If you are serious about building a strong brand for your company and maximizing your profit potential then the first step is to undertake brand profiling for your business. Understanding your brand’s current position and identity in the market will help you on your way to understand the role you can play in shaping it to greater profitability for the future.

Your business’ brand strategy lies in your hands and with it the growing profitability and success of your business.

As the leader of your business do you know what aspects of your brand are working effectively, or falling short and in need attention or just tired, out of touch and in need of repositioning and revitalisation to increase your commercial returns ?