Branding Tips for Small Businesses
Eugene James, Manager, Switzerland, Premium Member
A strong brand is key for a business to thrive in a competitive market. A brand signals intrinsic quality. Brands serve to position the company in customer perception. With social media, branding is also a two-way channel leading towards dialogue between companies and customers. When customers feel understood and expectations surpassed, loyalty increases. For big firms, a large amount of resources can be devoted for branding, such as campaigns and celebrity endorsements. However for small companies, the same is not replicable. Nonetheless, according to Heidi Scrimgeour, there are 7 principles to follow that build a strong brand:
- KNOW YOUR CUSTOMER: Find out about their habits, wants and needs. Engage in a conversation with them. This helps build a personality to which customers can relate to.