Large businesses spend millions of dollars annually to create a brand image. They spread their identity through extensive advertising campaigns designed to interrupt and then attract viewer attention.
Advertising agencies create messages designed to convert viewers into buyers both by getting people talking and creating immediate desire. The Super Bowl is probably the best stage to view large business branding in action.
The problem with this approach for small business is the money to gain brand traction through advertising channels alone is simply not there.
Instead, small businesses have to rely on the power of their direct selling effort to proliferate their brand into the market place.
In small business, clients are the driving force behind the brand message. The philosophy is, what you think is conjecture. What clients think is gospel.
Client answers to the following questions should be the driving force behind every small business brand.
1. What do clients find compelling about your business offering, in their own words?
2. How do they describe the value your business delivers?
3. How does the buyer know you can really deliver? Why should they trust you?
Now that you have a buyer-centric story, it’s time to make it a picture to complete the brand.
In today’s competitive business climate the MEME, meaning a unit of identification, has replaced the outdated logo concept.
Your MEME tells a complete story. It incorporates a picture, with your company name and compelling tag line to help buyers understand what you offer, at a glance.
When you tell a compelling buyer-centric story consistently and have a brand image that portrays your that sales and marketing story at a glance you’ll gain new found confidence. You'll actually want to go out and sell your service or products often.
The reason is you’ll start hearing the magic words of sales and marketing consistently. Those words are “Tell me more about that.”