A Strong Brand Pulls People In, Even When You Can't

April 15, 2023 10:17 PM - By Will Andre

It's hard to market your small business as a solopreneur or small team. You have wear multiple hats every day. You have to create products or services. You have to find customers. You have to sell them your stuff.  It's hard. Because there are only so many hours in the day, and because you can only be in one place at one time, a great brand is essential to picking up the marketing work when you simply can't do it yourself.


A strong brand is more than just a logo, some colors and a tagline. Strong brands make people feel comfortable, and believe it or not, the best thing about making people feel comfortable isn't that they will want to buy from you. No, the best thing about making people comfortable with you is that they'll want to tell people about you. So, how do you get people to want to share your business with their friends? Here are five pillars of a strong brand that can serve as a foundation as you grow your business.


  1. Brand Identity: This refers to the visual and verbal elements of a brand, such as logo, tagline, color scheme, typography, and brand voice. These elements help to create a consistent and recognizable image for the brand.

  2. Brand Personality: This refers to the set of human characteristics and traits that a brand is associated with. It can include attributes like trustworthiness, reliability, innovativeness, or fun, and can be conveyed through the brand's messaging, tone, and overall brand experience.

  3. Brand Experience: This refers to the overall experience that a customer has with the brand, including interactions with the brand's products or services, website, customer service, social media presence, and marketing campaigns. A positive brand experience can help to build customer loyalty and advocacy.

  4. Brand Promise: This refers to the core value proposition of the brand, or the promise that the brand makes to its customers. This promise should be clear, compelling, and aligned with the brand's values and mission.

  5. Brand Reputation: This refers to the overall perception of the brand in the eyes of its customers, stakeholders, and the general public. A strong brand reputation can be built through consistent delivery of high-quality products and services, ethical business practices, and positive customer experiences.


Many of these brand pillars cannot be established overnight simply because things like your reputation and your personality will need to develop over time. Thinking about these pillars through the eyes of a solopreneur or small business, you need to consider which ones you should take on now (and which ones can wait) and that is based on what will help the business grow right now. 

Think of your small business brand as a salesperson. A bad salesperson doesn't make it easy to buy. They don't make the customer feel valued. They don't put in much effort in the words they use or how they present themselves. Heck, a bad salesperson might not even show up to work. 

Now, think about a great salesperson. A great salesperson is out there working. They're taking calls. They're giving people hope and confidence that they've come to the right place. They're making them feel good about their decision to pick up the phone. This is how you want your business represented. 

A strong brand is your business' best salesperson. In fact, a strong brand is even better than your best salesperson because your brand never sleeps–it's always out there working. When you think about your brand in these terms, it becomes clear that – just like a good salesperson makes you better every day – even small improvements in your brand can go a long way towards growing your business. It's not hard to make your brand your best salesperson, you just need to get started and watch how it can work for you, right away. 

 


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