There is no doubt that these past few weeks have been difficult, but there is a light at the end of the tunnel! (ya!!!)
As the country starts to open up again in the next few weeks, businesses that have a strong brand are the ones that are going to come back the strongest.
If you haven’t already done it, now is the time to establish a brand for your business. In simple terms, a brand finds a place for your company in the minds of your clients and potential clients.
According to the fathers of branding, Al Ries and Jack Trout, brand positioning allows companies to “identify and attempt to “own” a marketing niche for a brand, product, or service using various strategies including pricing promotions, distributions, packaging and competition.” The goal is to create a unique impression in the customer’s mind so that they associate your brand with something specific and desirable that is distinct from the rest of the marketplace.
If you have a strong brand, customers will easily understand what you do and will look for your help when coming out of this pandemic.
If you need to work on creating or strengthening your brand, here is a good exercise:
1. What do your current customers think you do? Do they really understand what you offer or does it need a lot of explanation?
2. Ask your current customers what comes to mind when they think of you.
3. Determine your competition: Conduct some marketing research and use customer feedback to see how you measure up in the marketplace.
4. Identify what makes your business unique: How can you set yourself apart?
When you have a clear brand, people will understand what you do and be ready to work with you when this is all over. This means you’ll come out of this pandemic stronger than ever!
About the author: Meg Huwar is an award winning Marketing & Brand Strategist and Founder of Brand Accelerator. She and her team work with companies who want to market their business but don’t have the time, experience or staff to do it themselves. Meg can be reached at firstname.lastname@example.org.