When starting a new business, branding is of vital importance. It is tempting to put marketing your brand on the backburner until your business is better established but that can be a grave error in judgement. Unless you hit hard and heavy to develop and promote your brand, there may not be a time when your business is in a better position. Here, Angel Business Suite, based at 23-26 St Albans Place, London, N1 0NX, advises startups on the importance of branding.
According to the Operations Manager, the underlying reason many startups delay developing a marketing programme to establish their brand is finances. “It is important to allocate a budget for building your brand because of all the competition you are up against. However, don’t go all over the place with a trial and error approach because that will certainly waste time and resources you just don’t have.”
The Operations Manager suggests that you first identify what your business is all about and what it is you believe in. Many call this a ‘mission statement.’ Next you identify your audience and fine tune that down to the smallest segment if necessary. In other words, who are you talking to? Unless you know this, you won’t know how to reach them with your branding content.
“Once you know who you are talking to,” he continues, “you can begin to talk about just what it is you have to offer and how it is better than anything else out there. Talk about how your product or service differs from the competition.” This is the key to effective brand marketing. Your brand is what sets you apart and how your customers will learn to associate your name with what it is that you do or say. Unless you can express how you differ, how your products better meet their needs, your name will be lost is a sea of competitors.
Branding is how customers remember you and engage with your business. Unless you are memorable, you haven’t been successful developing and marketing your brand. “Figure out who you are and what you do so that you can tell potential customers why they need to buy from you.” After that, it’s all about targeting the narrowest audience possible so that you are bringing your brand to the people who are ready to buy. You may be a startup on a limited budget, but one thing you can’t afford to do is hold back on branding.