Brian Roth Consulting

Providing Clear Direction for Your Business

Author: Brian Roth

Local Branding 101, How to Stand Out in the Crowd

Are you at the point in your business where you feel that you are just another fish in the sea?  Several businesses offer great products and services, but they don’t know how to convey that value to their customer base.   Therein lies the key to your branding success.  You must focus on the value of what you provide and approach your marketing in this way as well.

First off ask yourself, what does my brand stand for?  Other questions you may want to ask are: what sets me apart from the competition, is my brand something that people will remember, does my logo reflect my brand, am I letting potential customers know about my brand through all channels?  There are so many questions that can be asked, but these are a good start.  It will really take you digging deep, maybe even to the point of why you decided to start your brand in the first place.

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In the end, you want your brand to reflect your passion and your drive.  You should fully understand the value of your products or services for your customers.  If you have already mastered this, the next step is communicating this value to your customers.  If your customers can clearly understand the value you provide, then they will buy your product/service.  Focus on the value, and it will drive your brand forward.  If you focus on the sale, then the personal element is gone.  When this happens, you come across as pushy and you will lose the sale every time.

If the majority of your customers are local, then the personal element is a necessity in every interaction.  At the local level, you are the personification of your brand.  It is critical that you take this part seriously and interact with customers as you would friends.  Word-of-Mouth is the key to Branding in a Local Market.  If you provide an excellent experience, customers will convey that to all of the people they come in contact with.  If the service and products are subpar, this will also be communicated to their colleagues.

Key Takeaways:
  • Focus on the Value you Provide
  • Be Personable in Interactions with Customers
  • Understand and Communicate Value in Marketing
  • Branding should be a Reflection of You & Your Passion
  • Brand and Logo: Easy to Remember & Unique
  • Customer Experience can Make or Break your Business

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