Branding is not just for the big guys!

I often speak with business friends running smaller business who tell me that they do not have the time, resource or money to spend on creating a brand for their business. They see branding as expensive and out of reach.

We know that banding can impact your existing client base but importantly it also pushes you further up your future potential customers` mind ladder too – more of that later.

The Barber who rewards young customers who sit still through a haircut with a lolly- the corner shop you know will still be open at 10 o`clock in the evening should you run out of milk both have strong brands.

Individuals can also create their own, strong brands too. The estate agent who always wears a smart and colourful tie or scarf – The account manager that remembers your birthday or brings you a festive gift every year. These people are both remembered and memorable.

Pret a Manger famously give their staff licence to give customers occasional free drinks ; Our milkman sometimes leaves us free products’ to try – What is it that you could offer as value alongside your products or services?– how could you empower your team members to create an enhanced brand for your existing customers?.

So back to that `Mind ladder’ I referred to earlier... Media (especially local Commercial radio!!)  Is renowned for being able to make brands famous with awareness campaigns that nudge away at consumers even before they know they need your product or service. Eventually when they need what you have to offer, they already feel they know you- you already have relationship with them; whether that`s as the local 24-hour plumber.. The fastest-moving logistics company in the county, the garage you drive past each day that offers a free winter safety check or the Solicitor in your town that offers free advice on inheritance tax.

There are plenty of ways to give your brand a helping hand in being famous locally. Whether it`s by ensuring your sign-written company vehicles are valeted every week so that they  look smart and professional, investing in branded polo shirts for your staff or maybe by supporting the local community and sponsoring a local event. These are all relatively subtle moves but are still worthwhile and effective ways to start building a brand locally.

Finally back to the personal brand – Alongside your efforts to stay at the top of your existing customers` mind-ladders –what would happen if you continued to invest your time in branding yourself to your lapsed clients too?. Dropping them a branded Calendar ahead of the new year might surprise them; include them in your client cake run occasionally and you might raise a smile– drop off or e-mail them articles about their industry that you think might be of interest them and even whilst they are not buying from you –they are remembering you and who knows where that might lead…?