One of the most difficult hurdles for small businesses to overcome when communicating with customers is brand identity. The Internet is laden with competitors who appear to have an edge in some aspect of the business you share. So how can you really make yourself stand out in a crowd while staying true to who you are and what you do?
Focus on Your Assets
Hey, if you’ve got it, flaunt it! This means if you’ve just received another award for that scrumptious apple cobbler in your bakery, put it front and center in your advertising efforts and allow it to “transfer credibility” to your other products. If coffee is an ancillary product and you don’t do it as well as Starbucks, don’t pretend. Instead, mention you have a seating area for people to meet and relax and that you serve a house blend of roasted coffee alongside your fabulous baked goods. It’s hard to keep yourself from “overselling” something you believe in, but if your coffee is just coffee, don’t set your customers up to believe they are going to receive custom-ordered gourmet drinks if they’re not. You’ll gain credibility for being honest.
Draw the Lines
Tout your specialties, but if there is a related area of business that your customers ask for and you don’t deliver, make that clear or offer alternate solutions. Perhaps you are a seamstress who creates fabulous drapes but you don’t have installers on staff. In this case, provide information about do-it-yourself window treatment installation or have a list of reputable referrals that you can provide to your customers.
Small businesses don’t grow big overnight. There may be some areas where your company cannot compete with a national company that delivers the same type of product or service. Figure out what gives you the competitive edge over them, and drive it to the bank. Perhaps you have guaranteed appointment times, a product selection that is regionally unique, or you only hire certified professionals to handle your contracts. Whatever it is that makes your company unique is what you should pour into your brand identity.
Focus on Your Assets
Hey, if you’ve got it, flaunt it! This means if you’ve just received another award for that scrumptious apple cobbler in your bakery, put it front and center in your advertising efforts and allow it to “transfer credibility” to your other products. If coffee is an ancillary product and you don’t do it as well as Starbucks, don’t pretend. Instead, mention you have a seating area for people to meet and relax and that you serve a house blend of roasted coffee alongside your fabulous baked goods. It’s hard to keep yourself from “overselling” something you believe in, but if your coffee is just coffee, don’t set your customers up to believe they are going to receive custom-ordered gourmet drinks if they’re not. You’ll gain credibility for being honest.
Draw the Lines
Tout your specialties, but if there is a related area of business that your customers ask for and you don’t deliver, make that clear or offer alternate solutions. Perhaps you are a seamstress who creates fabulous drapes but you don’t have installers on staff. In this case, provide information about do-it-yourself window treatment installation or have a list of reputable referrals that you can provide to your customers.
Small businesses don’t grow big overnight. There may be some areas where your company cannot compete with a national company that delivers the same type of product or service. Figure out what gives you the competitive edge over them, and drive it to the bank. Perhaps you have guaranteed appointment times, a product selection that is regionally unique, or you only hire certified professionals to handle your contracts. Whatever it is that makes your company unique is what you should pour into your brand identity.
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