Do you have a magnetic brand? What efforts are you doing to develop a brand that truly draws people to you and your company?
A magnetic brand is a brand that attracts people. Think about the brand’s you’re familiar with and attracted to. What makes them magnetic?
Chances are they portray a certain image that you like to associate with. It could be their logo or colour, maybe it’s because you have always had a good experience when dealing with them. As a small business, you can take inspiration from some of the ‘big branded players’ and develop a magnetic brand for your business.
Here are 5 tips to help you build a magnetic brand for your business:
1. What is your personality?
Most small businesses would do well to brand their business inline with their personality. For example, if you’re a straight shooter then brand your business that way. If you’re fun-loving, then develop a brand around that, and if you’re a serious sort, then use that as a base. Branding your business around your personality makes it much easier to send a consistent and solid brand message. Remember that a ‘brand’ is not just about the logo. It’s the ‘blood’ of the business too e.g. how the business is perceived, how you answer the phone, customer or client experience … they are all part of brand building. Being honest with who you are is much easier than trying to build a brand that isn’t you.
2. Build your brand around your customer’s needs and wants too
Think about your business and what clients you are hoping to attract. For example, if your business is about life insurance and you’re a sarcastic or abrupt individual, the two many not go hand in hand. Consider the feeling and brand image your customers need to trust in, then they will connect with you.
3. Consistency is key
Embrace colours and images that support your personality, and write in a voice that your customers can relate too. For example, a fiery red and dark black colour palette would not be a soothing identity for a hypnotherapist and the text on their website or brochure would need to be calming or relaxing and not filled with technical jargon or facts.
Use your company logo, colours, graphics and voice consistently throughout your marketing material and communications, both off and online. Create a theme and an image you want your business to portray and stick to it. Prospects and customers will then begin to associate this with your company and recognise you.
Get your company online and participate in the worldwide web. Build a presence for your business. The more your audience sees you the more powerful your brand becomes. Experts say that people need at least three exposures of a brand before they remember it, which means you need to be out interacting online with your prospects and customers to make sure they know and remember you. Use social media to facilitate the process – you won’t believe how powerful it can be until you try it!
Three positive interactions can create brand recognition and social media opens you and your company up to thousands, millions, of potential prospects. Twitter, Facebook and LinkedIn are definitely the favoured social media networks but there are literally hundreds you can choose from. A little research into what your competitors are using and if it works for them would be a good idea.
5. Focus on what your brand does best
If you try to be all things to all people, you’ll end up being nothing to everyone. Be unique and focus on your USP, Unique Selling Point. Differentiate your brand around your strengths and your personality. Determine what your brand stands for, and deliver on your promise.
Building a magnetic brand takes time, focus and consistency. Decide on what your message and your brand are going to be. Make sure it fits in with your personality and your target audience. Cultivate your brand in everything you do. Be active online, participate in social networking and media, communicate your brand through your messages and focus on giving your audience what they need and want.