In order to realize the true potential of your small business, you must first understand the impact that a strong brand can have on your company. For instance, whenever someone looks something up online, they’re “Googling” it. Regardless of what search engine someone is using, Google’s brand has become synonymous with online search. Applied on a smaller scale, when someone says they’re going to the store, pizza place, mechanic or coffee shop in your local area, are they thinking about your brand? Creating a strong brand requires a variety of different tactics and skill-sets. As a small business, this process begins internally, and that structure allows you to project positively towards the public. Here we’ve outlined 5 steps to help you develop a strong brand.

Define Your Brand

There are several questions to be answered when attempting to define your brand:

• What is the purpose of your brand? How are you helping people and what kind of value are you providing to their lives?
• What kind of image do you wish to project? Are there particular social groups or causes you wish to be associated with?
• Who is your target audience? Is yours a family friendly establishment, or do you primarily market to adults?
• What is your place within your local community, nationally and abroad? Are most of your sales from a local storefront, or do you thrive on global ecommerce?

When answering these questions it is important to think of your ideal customer base and what they are looking for in a brand. Research companies that you would like to emulate and start the process there.

Consistent Messaging

Brand recognition is driven by communicating a consistent message to the public and throughout every level of your organization. Familiarity with your brand is what you wish to accomplish with your customers and employees. This familiarity helps build trust and eventually breeds loyal customers. Colors, slogans, logos and viewpoints should be consistent across all platforms. This will ensure the vision you have for your brand is what the public sees. Having a recognizable brand makes any type of marketing effort appear more credible and can heighten its impact.

Create A Positive Company Culture

Company culture is a hot topic these days with many large companies showing off new workspaces and perks for their employees. While this level of luxury may not be achievable at a small business, it is still possible to create a positive company culture that promotes growth, innovation and loyalty. This starts at the top with your involvement in the company, and again, with several questions:

• What type of culture do you wish to establish at your company? You’re their leader and need to help establish policies and guidelines.
• What do your employees need to do their jobs better? Do you have outdated equipment that causes delays and frustrations amongst your staff?
• What can be done for your employees to be happier with their jobs? Is your break area in need of upgrades?

Involve your staff when determining what needs to change in order achieve the culture you’re looking for. A positive company culture helps to improve your reputation and can separate you from your competition.

Know Your Competition

Analyze your competition to determine what they do that makes them different and successful. Some key things to look at are social media promotions, imported or rare products, special services and their local associations. This knowledge can be used to improve your business and take away any advantage they may hold over you.

Remain Flexible

One of the biggest advantages that small businesses have over larger competitors is their ability to remain agile and flexible in all situations. Whether it’s a marketing campaign or new product line, having the ability to pivot quickly is what keeps small businesses open. The same goes for branding. If you find a certain slogan or campaign is not resonating with, or even driving away, customers, it may be time to reevaluate your position.

Quikstone Capital Solutions has been providing small business owners with merchant cash advances to stabilize and improve their companies for more than 10 years. If you are in need of a cash to cover unexpected costs, or if you’re looking to make long overdue improvements, a merchant cash advance could be right for you. With the ability to quickly qualify and get your money in a timely fashion, there is no more convenient option. 

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