As a small business owner, you might wonder why your brand matters. Do you really even need a brand? Why should you invest resources in your brand when you have more tangible matters to handle? The truth is that you do need a brand, and it does matter in terms of attracting new customers and retaining current customers. By following a few simple brand management tips, you could increase recognition and appreciation for your business.

1. Define Your Brand

First, you need to establish exactly what defines your brand. Talk to your employees about what your brand means to them. Then, have a similar discussion with some of your most frequent customers. You can do this in person, or you can send customers a survey via email.

Your brand should represent your mission as a business. Do your values as a business translate in the message you send your customers? Do your marketing strategies accurately reflect your mission and values?

2. Leverage Social Media

Once you have identified the nature of your brand, take your message to social media. Marketing via social media is one of the most efficient ways to employ effective brand management. Update followers when you offer new products or services. Join or initiate conversations that are relevant to your industry. Ask customers to describe the positive experiences that they have had with your business.

3. Address Online Reviews

No matter how small your business might be, it probably has generated at least a few online reviews. Whether you regard these reviews as positive or negative, you should address every one of them if possible. Use the less favorable ones to take action and turn around negative feedback.

Your brand is a direct reflection of your business. If you have not previously invested time or money in your brand, you might want to do so as soon as possible. Consult Speritas Capital Partners at 203-247-4358 for information on ways to finance your brand management efforts.


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