Everything a small business does brands itself. Everything we say or do brands us as worthy resources … or not. But, the marketplace really determines our brand. It’s what they really think of us. It’s why they buy from us rather than the competition. It’s their reaction to what we communicate as our value proposition.
So, to effectively communicate your small business brand, consider:
- Accurately describe your Value Proposition – what you do through the lens of who benefits from what you do. You don’t ‘fix computers’, you ‘solve technology problems for small businesses.’ You may need help with the specific details from colleagues, or even better, from customers.
- Be specific. Many small businesses provide lots of different products or services. Identify what you do best, sell the most and produces the most revenue … and profit. This narrowing of scope doesn’t limit your appeal, it makes it much easier for the marketplace to remember what you can do for them.
- If your company name no longer communicates that value proposition – or never did – time to consider re-branding. What makes more sense – ‘The Andrew Peters Group, Inc.’ or ‘Tech Solutions, Inc.’?