How a brand strategy impacts business growth.

Imagine starting an important journey with no GPS to guide you. Sure it's doable, and maybe kind of fun if you enjoy getting lost along the way, but those wrong turns will inevitably cost you energy, time, and money.

If that works for you, great! If not, read on.

Now imagine starting that journey with a clear vision of where you're going and a roadmap to guide you. Sure, you can still take some detours, but they will be calculated. You will always be looking ahead with confidence and clarity. That's the power branding brings to small business.

So what is branding?

Branding is the identification and communication of your business through specific assets and actions that shape the perceptions of your audience.

For any start-up or small business (in virtually any market sector) that is the primary value of a strategic brand plan – it guides both you and your audience.

Contrary to general perception, branding is not just a logo or identity – your signage, colors, packaging etc... While those are some of the tangible assets that you create to express your brand, branding is the communication of the story of your business and includes the mission, vision, voice and value of your business.

When you take the time to develop your brand you are defining an authentic story about your business and sharing the values and ethos that it represents – all of which serve to position you in the marketplace. With a strong branding plan in place, decisions become easier, more strategic and your audience develops trust. Branding is encompassed in everything you do – all aspects of marketing, sales, and customer service. Down to the tiniest of detail.

7 Reasons branding small business is critical.

1. Branding communicates the story of why you exist.

By telling your unique story in an authentic and compelling way – why you exist, who you exist for, how you do it – you start to build a bridge that helps connect with your audience emotionally.

2. Branding builds relationships.

Your brand story may reflect their values, provide inspiration, and validate their ideas. This forms the building blocks of a relationship; they may look to your brand to feel excitement, secure knowledge, ask questions, and even share their experiences. Cultivating this dialogue is essential and your brand sets the tone.

3. Branding enhances trust.

By sharing an authentic story you build trust, for example by revealing your process and sharing victories and even set-backs. In addition, consistent branding across all customer touch points generates trust (your audience knows they can count on you), as does how and when you communicate. The tone and personality of your brand does the heavy lifting to reinforce trust.

4. Branding sets you apart.

The way your brand looks, sounds, and operates should reinforce the specific values, personality, and differentiation you bring to the market. This all reinforces how you are distinct from your competitors.

5. Branding guides operational decisions.

When you have a comprehensive brand roadmap in place, one based upon research and strategy, then you have a clear guide for decision-making. When opportunities arise, or decisions need to be made, you will know whether they reinforce or detract from your brand plan.

6. Branding saves you precious time & money

It becomes easier to make the right decisions when you have a clear idea of where you are going and why. You will not get lost in the weeds and waste precious time, money, and energy on things that don't support your mission. A brand plan helps your focus limited resources and stay on track.

7. Branding generates value.

When consumers respond to a strong and consistent brand they will not only remain loyal, but they will become advocates. This is how small business grows. And with it, the business' visibility, viability, and value in the long term – whether that be through investment or acquisition.

While it's easier than ever to enter the market, it's harder than ever to stand out. Developing a brand plan keeps you honest, focused, and strategic in delivering the value and promise of your small business.