For many organizations, regardless of age or industry, small business branding can be difficult. If you open your doors—either physically or virtually—and find that you aren’t attracting any customers, it may not be about your product, but about how you’re connecting with our audience.
They confuse inadequate branding with an undesirable company.
What any organization needs in order to grow is a solid branding strategy. Business owners need to refine their marketing efforts and target the personas that connect best with their product.. Who are your ideal customers? What kind of people is your product or service designed to help? Knowing your audience and how to connect with them is one of the most important aspects of designing a brand for your small business.
By building your brand to connect with your target audience, you can discover where best to locate your advertising efforts, which calls-to-action (CTAs) will have the highest conversion rates, and what message will resonate most with those you want to see your offers.
Marketing personas are detailed identity descriptions of important segments from your audience. By building and drafting your target personas, you can strategically create more relevant content that resonates with your key customers.
Have you studied the market and had a chance to identify your target personas? Do you know where they live? What do they enjoy? Where do they work? Knowing this helpful information can greatly increase your chance of building a brand that will be as identifiable as a major brand..
If you’re unsure where to begin, we encourage you to work with us on a small business branding strategy plan. Or for a more detailed deep dive into your industry and marketing needs, we strongly recommend one of our marketing strategy workshops.
Does your brand tell a story?
The goal of your brand story is to cause an emotional response from your audience. First, you must know your audience, and that’s where defining your target personas comes in. Next, we must tell those target personas a compelling story that will help them to remember you.
When telling your brand story, simple is better as it tends to be more memorable. Tell your story from the perspective of how your target persona will be able to get what they want. It’s about them, not about you.
Virtual Marketing Persona Workshop
Brand Story Workshop