Small business branding is a two-way street. Putting out messages about your brand is important, but what is equally important is how those messages translate to your target market.
How can you tell if your branding is hitting its target or missing its mark? Here are 3 telltale signs to look out for:
1) Your Elevator Pitch Makes You Want to Take the Stairs
Be bold and ask a trusted colleague, a friend or family member what it is you do for a living. If they can’t tell you, simply and succinctly, and in less than 30 seconds (as in an elevator pitch) you may have a branding issue.
Worse yet, if you yourself can’t sum up what it is you do and how it benefits your target market in less time than it takes to ride an elevator, you may not know your brand as well as you need to. So how can you expect your business prospects to figure it out?
2) You’re Turning Away Business
If you’re getting inquiries from people you can’t (or don’t want to) help, there could be a problem with your branding. In this case, you are reaching the wrong people and giving them the wrong idea about your product or service. So in effect, you are turning them away or – even worse – doing work you don’t really want to be doing.
3) They’re Confusing (Or Comparing) You With the Competition
Do people think you’re someone else? Is the only way you can describe your business as “We’re like XYZ Studios except smaller, cheaper and more local”? There may well be a problem with your branding if you don’t stand out from your competition. Instead of competing with someone else’s strengths, set yourself apart by telling everyone what makes you special.
Checking in on your branding should be an ongoing task, as changes in your business, industry and target market are inevitable!
Need a hand with your business’ brand? Call Kim Speed at Purple Moon Creative today!
