How a strong, authentic brand will take your business to the next level

Imagine this: you have an amazing product or service, your customers are happy, but the steady stream of new leads just isn’t coming. Sound familiar? Maybe the issue isn’t what you’re selling, but how you’re coming across. And that’s exactly where positioning and branding come into play.

A strong brand is much more than just a nice logo or a catchy tagline. It’s the common thread running through your entire business: from your authentic foundation - your DNA - to how you communicate with customers or potential talent and how you present yourself on social media. Why should a small or medium-sized business with limited resources - and likely without a marketing department - care about its brand? Here’s why.

In today’s rapidly changing - digitalizing and globalizing world - local word-of-mouth advertising isn’t as effective as it used to be. Competition comes from everywhere. You see this, for instance, in the tight labor market, where the ‘hunt for talent’ is won through clever marketing. The same applies to new business. Even a smaller company has to play the game: eat or be eaten. The good news is that your strongest weapon is already in-house: your brand.

What is a strong brand?

A strong brand is consistent, recognizable, and captures the imagination. It evokes emotion in customers. Think of brands like Apple or Nike. Yes, those are big names, but the principle applies to SMEs as well. It’s about ensuring that your target audience not only knows who you are, but also feels that you’re the right choice.

Here’s a question for you: What do you want your customers to feel when they think of your business?

The benefits of a strong brand:

1. Recognition. People choose what they know. Imagine a potential customer has to choose between you and a competitor. Your brand is visible, recognizable, authentic, and consistent - their decision becomes much easier.

2. Trust. In the B2B market, trust is everything. A strong brand exudes reliability. Consistency in your communication, visual identity and tone of voice plays a crucial role. People prefer to work with a company that presents itself professionally.

3. Loyal customers. Customers stay loyal to brands that resonate with them. In return, they spread the word and become ambassadors. What more could you want?

   
   

How do you build a strong brand?

• Discover your brand identity. What do you stand for? What sets you apart? Write down these core values. They form the foundation of your brand.

• Ensure a consistent look and feel. Everything - from your website to your emails - should have the same cohesive appearance. Use the same colors, fonts, and tone of voice.

• Be authentic. People can instantly tell when something feels fake or overly exaggerated. Make sure your brand reflects who you truly are as a company.

  
  

How can you maximize your brand to take your business to the next level?