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How to brand your business for a competitive edge

Become the ‘brand’ of choice to your selected customers

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  • Your brand encompasses everything about your business, not just your logo or packaging
  • Brand positioning takes into account your target market, your competitors and the core concept your business

A brand is more than a logo, advertising slogan or packaging. A brand also encompasses how you manage your customer relationships, how you are perceived as a business within your community.

Your reputation both offline and online, your image and the way people remember you are all part of your 'brand' or presentation. Make every visible aspect of your business, including vehicles, office, warehouse, website, people, uniforms, stationary fit your brand image.

A brand name has value once your business becomes established. The value of a brand is an intangible asset of the business. 

Brand positioning

Brand positioning describes who your target market segment is, what the core concept of the brand is and how this is different from your competitors. Knowing your brand positioning  will make all your marketing decisions easier.

Understand your brand positioning by writing a brand positioning statement. Use the topics and questions below to create your own brand positioning statement.

Business purpose

  • what does your business do?  
  • what does your business stand for?

Key message you want to express to customers

  • this could be different for different target markets

Consistency in physical presentation

  • do your logo, website, vehicles and uniforms align with what your business stands for and what it does?     
  • do your people all act and behave in an appropriate manner with each other and with customers?   
  • do your vehicles and equipment have the appropriate level of cleanliness?

Brand integrity in the way you do business

  • do you guarantee all work?
  • do you adequately train staff?

Steps to improve your brand

  • relocate to better location/office etc?
  • increase professional development of your people?

Marketing aesthetics

  • how does your business look, from every angle?
  • how attractive is your business and is it appealing to potential customers? This attractiveness can include signage, cleanliness, access, parking and general first impressions.

Business reputation 

Your reputation is your brand. Develop an excellent reputation and you will develop an excellent brand:

  • do you have a great network of clients who are happy to refer you?

Attributes of a successful brand

What makes a brand successful? The following points are attributes of successful brands:

  • having a reputation for product quality and reliability
  • having a reputation for excellent service
  • being known for community involvement
  • being an employer of choice
  • being easily recognised and understood
  • keeping customers informed and responding quickly to customers’ needs
  • being a trend-setter and being up-to-date with market trend
  • being known as honest and fair
  • products/services are readily accessible
  • all personnel are knowledgeable about your product/service.