Small Business Tips for Building a Powerful Brand Identity

By April Neill, CEO/Founder April Neill Public Relations

BrandImage3

As a lifelong entrepreneur and business owner myself, I can confidently say that starting a business can be one of the most exciting and empowering moves you’ll ever make and absolutely doable, even in today’s highly competitive marketplace. It takes more than a great idea to sustain a business, though. To be successful, you’ll need to first focus on building a powerful brand identity. Here are some tips to guide you on your way.

Be Sure of Yourself.

It’s important to know what your brand stands for, what makes it special and its benefit. You also need to know who your target audience is and make that benefit clear and obvious to them.

Create a Distinctive Identity.

Branding is about perception and the most powerful brands are built from the inside out on differentiation. Creating a distinctive logo and tagline that captures the essence of your brand can increase your visibility. A quality website can also help differentiate your business while also introducing you to online customers and boosting credibility.

Get Connected and Be Memorable.

Creating a brand voice and social media strategy is essential, so it’s important to create a profile for your business on select social media platforms where your customers congregate. Next, create compelling communications that emotionally connect with and motivate your customers to love your brand and buy from it! Powerful brands are great at listening so be sure to respond to online comments and questions.

Be Consistent and Congruent.

Maintaining consistent, congruent messaging makes your business easier to remember and trust. Ask yourself: Does your website look like it belongs with your business card and your social media channels? Is your messaging consistent with your brand?

Consider Leveraging Cause Marketing.

Whether you support a homeless shelter or donate services to a local charity, giving back can increase your brand power. Take Dawn dishwashing liquid, a great example of effective cause marketing — its promise, to donate one million dollars this year for rescue efforts to save wildlife. Not surprising they’re the best-selling dishwashing liquid on the market. Who wouldn’t love, and buy from, a brand that rescues wildlife from oil spills?

Deliver on your promises.

Strong brands possess credible, relevant and distinctive brand promises. That said, create a brand promise, deliver on it and provide an exceptional customer experience. You’ll end up creating brand advocates who will sing your praises and help build your brand.

This post first appeared on NBC Chicago’s Inc. Well Blog on July 23rd, 2013.

April Neill is a brand strategist, lifelong entrepreneur and founder/CEO at April Neill Public Relations, a boutique public relations firm serving small businesses and non-profits in Chicagoland. You can find April on Twitter and also connect with April Neill PR on Facebook.

April Neill Public Relations is passionate about helping small businesses position themselves as experts in their industry. We offer a complimentary 30-minute in-person or phone consultation. Email AprilNeill@gmail.com to make your appointment today or call 312.772.3832 for more information.

Source: http://www.nbcchicago.com/blogs/inc-well/How-to-Build-a-Powerful-Brand-Identity-for-Your-Small-Business-216382481.html#ixzz2aBm6hX16

8 Tips for Rebranding your Small Business

iStock_000004993880_Small

By April Neill, CEO/Founder April Neill Public Relations

As a small business owner, your brand image is important and if you’re thinking of reinventing your brand –its identity and personality —it’s important to first ask yourself why you’re doing it.  Do you have specific reasons and goals for giving your brand an overhaul? Rebranding may involve significant changes to your logo, your website, and your social media presence as well as your marketing and public relations strategies. Consider the following key points before rebranding.

  1. Review your existing brand. What are you saying about yourself as a business? What promises does your brand make and to whom? Focusing on your brand’s attributes and values and how your stakeholders perceive your brand will help you to develop new strategies to reach new customers and to ensure your message resonates with your current customer base.
  2. Discover your “Why?” What can you achieve by rebranding? What do you want your customer to think or know about you and how will you deliver their highest values and needs? Build your rebrand with a direction in mind and with the customer experience in mind.
  3. Evaluate brand communications and factors that make up your brand. A brand is the sum total of perceptions that leap into a person’s head when your brand name is mentioned, so look beyond print collateral, logo, and signage and perform a thorough audit of all your brand communications and channels.
  4. Involve and Evolve your Brand’s Mission. As you consider how your company mission lives within your brand, it’s important to consider how it will exist in a rebrand. What makes your brand uniquely and wonderfully you and how can its core evolve to reflect your new strategy?
  5. Look internally and externally for buy-in. With branding and rebranding, it’s important to consider how your brand lives internally and externally. What do your employees think about your brand? What does the public think about your brand? As you create new perceptions of your brand, it’s important to consider how your stakeholders feel and the promises that you will make with your rebrand. When planning your rebranding strategy, it’s important to consider the impact a rebrand will make on all your stakeholders and to get their buy-in.
  6. Utilize Social Media. When you release your new brand into the social media “wild” it’s important to monitor social media posts and respond when appropriate. People tend to resist change, so be ready for some resistance. Remember that taste is subjective and if you do get resistance, this is your chance to connect, interact, and engage with your audience.
  7. Synchronize, and Be Consistent. When taking on a rebranding initiative, do it whole-heartedly. It’s important to synchronize your rebrand launch across multiple platforms and to ensure that you have an integrated visual communications strategy for your new brand. The last thing you want to do is to rebrand on one platform, and have your old brand logo on your other platforms. It will make you look disorganized. Remember, consistency is key so take the time and use your resources to plan a synchronized launch.
  8. Utilize Publicity in your rebranding launch. By all means, construct a press release to announce your new brand. Launching a rebranding PR campaign can help you multiply your reach and results quickly and if submitted to online news services, boost your ranking on search engines.

April Neill Public Relations is passionate about working with small businesses to increase their brand awareness and help them find their voice. We offer a complimentary 30-minute in-person or phone consultation. Email AprilNeill@gmail.com to make your appointment today or call (312) 772-3832 for more information. Visit us online at AprilNeillPR.com. Follow ANPR on Facebook at Facebook.com/AprilNeillPR.