Here’s Why it Matters
Provides the Overall Message
Effective Content Marketing starts with an understanding of who the customer is, how they are different than their customers, and how they are perceived by their customers. This is called Brand Strategy.
Separates You From the Competition
Every company has a unique situation and a reason for being in the market. Why you exist and how you serve your customers is part of your core offering. We call this your Brand Identity.
It Shows Your Magic
Many business owners know why their strengths and weaknesses. However, that message doesn’t always get through to the customers. Sometimes it helps to rethink the overall message. This is Rebranding.
The branding decision is an important one. In fact, it sets the tone for the entire company. So often, companies neglect branding in one way or another. This can be overlooking it completely, not understanding its importance, or branding without considering the customer–which happens increasingly often. This is not to say that the customer gets to pick the brand, quite the contrary–the company gets to pick the brand, but it would be a disservice to not consider the customer in the process.
The importance of branding is well known, but many small business owners do not have the budget to bring in a marketing agency to help them figure out their overall brand strategy and what separates them from their competitors. Similarly, even if they have that differentiation, how can one use digital marketing techniques to inform the overall message. It can be overwhelming.
Every company has a Brand Identity that communicates the value of their position in the marketplace and demonstrates the value of their solution over their competition. So often that central idea is not communicated and evaluated by small business owners. Often times, a part-time marketing resource does not know how to measure and improve an overall brand narrative. As a result, this company is often stuck in second gear–spinning on the hamster wheel.
Whether you are a plumber, roofer, consulting firm, podiatrist, non-profit, start-up, or a software provider, your branding extends farther than you can reach. It is the perception of your business in the marketplace. If you do not actively manage how you want to be perceived in the marketplace, your branding is slowly dying on the vine and your only recourse will be an expensive rebranding exercise.
Let’s talk Next Steps…
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