Branding is the picture an organization succeeds in embedding in the minds of the customers and prospects and based on that picture they perceive the business in certain manner. Yes, it does start with a logo and a slogan that distinguishes the business from its competitors. It is paramount to be clear that it is not just a logo or colour schemes an organization has on its commercial stationers. The image perception may be an entirety in quality and trustworthiness. It has to be noted that branding can be an assurance of quality from a business house.
When a small business successfully embarks on branding, it will make it appear on par with large corporations, which will invariably have a positive impact on the business owner’s, employees’ and other stakeholders’ confidence.
The rationale behind branding is to make a distinction between a business and its competitors, which makes it easy for an explicit communication of its messages to the target audience. The eventual objective is to light up an emotional bond so as to craft an optimism that results in customers’ loyalty to a specific product.
Many small businesses, especially start-ups underestimate the power of branding. It is the most powerful way to differentiate any business from competitors. When a business is represented by a logo or a unique mark, it becomes easy for people to be aware of its existence, which will ultimately lead to developing a brand image . Even if you are a small company, branding can make you in line with a large organisation. It can augment a company’s and its employees’ self-belief and also the customers will view the business as a credible one.
For a brand to be really prominent, it has to be unique, engage with its target market, and be innovative. To make a mark for your business would be extremely challenging if you do not have something that sets you distinct from the clutter. Your uniqueness is crucial in this regard and every entrepreneur should ask this simple question. Why should anyone consider me vis-a vis someone else? Customers are only bothered about what extra value they can get from dealing with you. If you can offer something more valuable than others, then you stand to win. For instance, if you have a provision store in a locality where there are other stores, can you provide an online and telephone order taking service and offer free home delivery, so that people do not have to drive and worry about getting a parking space.