The role of brands today is not different from what it was a century ago. It is only the methods and techniques of branding that have changed.

Many small businesses don’t have a clear idea about what brand building and management is all about. In fact, many small business owners brush the concept and think it should be preserved for the Nikes, Coca-Colas and other big corporations.

Branding helps business and companies outperform their competition and make a mark in their industries.

To successfully brand your company, you need to discover what you stand for and how customers view your business. Below is the ultimate guide to successfully branding your company.

Here is the ‘Ultimate Guide’ on how to successfully brand your company

Know what your brand is (and what it is not)

Many people tend to confuse a brand with a logo or product. A brand is that feeling that your customer has about your business, product and/or service. You need to evaluate your business and determine what promise and value you offer to consumers. Your brand’s promise should be unique and relevant to the consumers.

Determine your place in the industry

Determine where you stand in the industry. Consider how up to date (or outdated) your business is and how you find customers and deliver value to them. Look at your products and services and determine your weaknesses and strengths to forge ahead. Your products should deliver the promise of your brand in terms of quality, packaging and meeting your market’s expectation.

Build your brand with your target market

Use your current customers as brands ambassadors, advocates and representatives. This can be achieved by treating your customers well. Satisfied customers will always talk praises about you to their networks and will gladly recommend you to other potential customers. Use the Internet to communicate with your customers and build your brand.

Do not worry about how much it is going to cost

Good branding is not about the money you spend, but about how you build your value proposition. Be clear about what your business stands for, who you are targeting, how you are targeting and how your target audience will benefit or what they will get in return. Branding does not happen overnight. Moreover, it has to be refined based on your changing business objectives and market conditions.

Strive for a quality brand

If you do not offer a quality brand, you are unlikely to achieve your sales objectives. A brand can be translated to your customers’ experiences and perceptions. If customers do not perceive your brand as quality, it will be difficult to sell to them. A quality brand attracts loyalty, and consequently more sales. Focus of provide quality experience to customers and you will be fully equipped to brand your company.

Target individual customers with your brand

Many customers buy from business they identify with in one way or the other— the brand says something about them. This is why it is important for a brand to have a mantra. On the other hand, customers will decline to buy a brand because it does things contrary to their principles.

Be consistent across media

Customers are influenced by a number of channels. It is critical to have a consistent message across all these channels for a better opportunity to convert prospects to buyers to repeat customers and finally to brand ambassadors. What your brand does in one channel impact the perception of customers in other channels. Consistency helps to build brand credibility.

This simple guide will help you brand your company the right way, achieve credibility, connect to your customers and cement customer loyalty. Did I leave something out in this guide? Let us know what you think.