In business, it is all about branding.
Branding is basically defined as (in my own lingo anyway), a way to keep your business memorable and fresh in consumers’ minds. Branding also communicates to consumers in one second what your business is about. You don’t have to hem and haw because your business is instantly recognisable.
Think Nike. Think Apple. Think Dell.
Think of all the positive attributes you associate with these powerful brands.
Aside being easily recognisable, having a good and well-known brand gives you an added edge over your competitors.
Price is never an issue when you’re confronted with established brands. Price is often secondary when one talks about brands. That’s why you’ll win if you have a brand that stands out – it’s easier and more profitable to sell and you’ll never need to pay the price game if you don’t want to.
But it always seems easier for the big boys to build their brands and keep growing them right? After all, they’ve got the big budgets to spend on advertising.
Well, just so you know, having a big budget is not the only way to build a brand.
You can very well build a brand even if you’re a work-at-home business or a small business.
Just to prove that you can build a brand on a tiny or even non-existent budget, here are some of my low-cost ways which I use to build and strengthen my Redbox Studio brand.
1) Have a properly designed set of office stationery – letterheads, envelopes, company stamp/chop, namecards – which bear your company name and logo clearly and consistently.
2) Have a professionally-designed website set up with up-to-date information about your business and your services/products. Get a good photographer to snap great-looking product photos if you need to.
3) Be the professional that you are. Even if you are a one-person business, inject professionalism into every aspect of your business engagements and appointments. Don’t settle for xeroxed copies when you can print clear laserjet copies of documents for your customers. Avoid using free email. It’s always best to use your own email. Get legal documents or contracts drawn up to avoid misunderstanding with your customers. Make it in black and white.
4) Toot your own horn. Yes, branding is all about positioning yourself up there. Be able to tell the world what you do, and how you do it, proudly. Be confident of your own achievements and celebrate them with friends and family.
5) Contribute articles or speak freely. Speakers and writers are often held in high regard. If you can write, contribute some articles to the local newspapers or magazines. Speak at your local community club. Always go with an intention to educate people, not sell to them. Selling and educating are two different worlds all together.
So the point is, you can build your own brand even if you are a one-person business. And no, you don’t need some megaringgit budget to make it happen.
You can do it today, right here, right now.
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