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What is Branding? And Should Small Businesses Care? | Part Four

And if they see your brand name in a list of competing vendors (such as in a search engine), you want your brand to be associated with positive factors that make it stand out.
Branding is not a replacement for sales or specific marketing campaigns. But branding assists and reinforces your sales and marketing efforts in important ways.

But … We Can’t Afford to Do Branding

Actually, you can’t afford not to. Sure, branding can get incredibly expensive if your idea of branding is a nationwide television and print campaign. But it doesn’t need to be.
Here are 4 low-cost actions you can start on today to help your small business create, build and reinforce brand:

1) Start with clarifying what your brand stands for. What’s that “one thing” you want customers to think of,when thinking of your company?

Most knowledgeable — that is, your representatives can help the customer choose options in a complicated product environment?
Speed — such as your 10-minute lunch menu, or same-day delivery, or fastest time to create a customized solution?
High quality — especially when all the competition is low quality?
Something else?

Think it through. If you or your team are confused about that “one thing” that sets your company apart, customers probably will be, too.

If you’re not sure what this is, find out. Schedule a strategy session and hash it out with your team. Do a customer survey to ask existing customers what they value most. Start asking new customers what made them choose your company or product or service.