branding toolsAdmit it.  The only reason customers do business with you is because they have a problem or specific need, and think you are the best person or company to solve it.  Everybody has a problem or a challenge they want fixed to make their life better.  Maybe they need you to save them time, provide a solution that will make their life or business more efficient, or remove the stress involved in the challenges they face.  Perhaps there is one very unique or specialized service you offer that others do not.  Maybe you offer a product that no one else has, or you have the best version on the market.

Branding helps you clearly tell customers – ideal customers – how you will be the perfect fit for their specific needs.  Just like a creaking floor board or a door that needs a little bit of maintenance to make the annoying squeak, squawk sounds go away, customers have a needs they want resolved.  Figuring out what keeps customers up all night or causes friction in their otherwise routine life is one of the most critical things every small business leader needs to know.

The motto of the Boy Scouts of America is:  Be Prepared.  Take time before ever meeting with a customer to determine what problems your products or services will solve.  You won’t be the answer to everyone’s problem or challenge, but knowing which specific consumers you can help will save you time and money in your marketing and advertising budgets.  It will help you sort through potential customers to know which ones you should spend time to convert into real, live, paying customers.  Be sure to address the following three critical elements of branding to deliver the message that you are the ideal company to solve your ideal customers’ needs.

Critical Branding Elements to Conquer

1. Identify what makes your company, products and services different – and better- than your competitors

This is that whole branding thing again, I know.  It proves just how important a solid brand is for any small business.  Maybe  you  operate as a sole proprietor and wear all of the hats required to run a business smoothly and efficiently.   Or, perhaps you have a handful of staff members to help you.  Even if you are leading a small business with 25, or 50 or 450 employees, knowing who you are, what you do and why it is better is critical to your success.

2. Identify problems and challenges your company addresses for customers

You know that your product is probably the best, or one of the best, for meeting these consumers’ specific needs, so make them your target market.  Develop a list of challenges that your products and services can resolve and a list of which consumers will benefit by using your products and services to simplify their day to day lives.  It makes no sense to exert time, effort and a tight marketing budget trying to convince uninterested people in what you have to offer.

3. Identify consumers who need what you have to offer and market to them.

It makes little sense to market your company to the masses when your talents, skills, products and services will only truly help a couple of specific groups.  Even though your company and staff is capable of offering a broad range of products or services, trying to hit all potential buyers can quickly eat up your marketing and advertising budgets.  Identify the things you do best, or that no one else provides, and specifically highlight those points in your marketing.  Customers who need those specific – and profitable – items and services you offer are the people you want to focus your time and efforts to reach.

 

When a discussion with a potential new customer begins with something like: ‘How much do you charge?” a huge red flag should go up.  Without a conversation about their specific needs, an analysis and evaluation regarding if and how their needs can be met by your firm, discussing the cost factor is a total waste of time.  Not every situation can be resolved by a cheap or quick fix, or by throwing an inappropriate remedy at it.  People looking for an ASAP solution to a complex problem need to be willing to pay more to have you save them time and take away the stress being caused by the problem.

Take time to identify those target market groups that will be the best fit for your company.  Determine what it is about your company, your staff, products and services that makes you unique within your industry.  Identify what specific problems your company can solve for customers.  The more detail you can put into the descriptions of your ‘persona’ groups, the better results you will achieve from target marketing.  Branding is critical to marketing success.  From this point you will have the critical information necessary to develop a strategic marketing plan to target and reach out directly to your best potential customers.