Have you created a brand for your business? What does your company stand for? Branding is not just for big businesses. Every company should have an essential message at its core for what it stands for. For example, the Ideal Marketing Company is about effective low-cost marketing solutions that help small business owners. We don’t try to offer marketing solutions to large corporate and international organisations; we focus instead on owner-managed businesses which want assistance with creating new enquiries and new business with limited marketing resources. Everything we produce is focused on this audience.
So start off by thinking about who your audience is and how can you serve them better. Is there a metaphor for what you do, that your audience could identify with? What does your company stand for? What are your core values?
One of our clients offer training services which help people think in a different way. For them, we created a simple visual which showed a valley / mountain scene. Through the middle of the picture was a path which split, going in 2 directions. One way led to the summit, the other meandered along to the valley floor. The proposition was simple: if you had to choose whether you reached the summit of stayed in the shadows, which route would you choose? Given that their programme was about peak performance, it was a simple metaphor that helped to explain the complex message.
By creating a brand for your business, you not only increase the value of your company, you can create a vision for the customer so they can see more clearly what it is you stand for, how you can help them and what makes you stand out from the competition.
