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If your small business already has a name that your customers are familiar with, then I don't recommend changing it. If you feel like refreshing your existing name, then look for the most recognizable way to shorten it. For example, if you are "Jim's Dogs of Dixie County," then you could shorten it to "Dixie Dogs."
All businesses, big or small, greatly benefit from creating a strong brand. Not familiar with what branding is? The American Marketing Association defines a brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.” In a nutshell, you will want to brand your small business website so that customers think of you and your goods/services when they need something.Piece of cake, right?
The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers. Therefore it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem. The objectives that a good brand will achieve include: Delivers the message clearly Confirms your credibility Connects your target prospects emotionally Motivates the buyer Concretes User Loyalty
If this title makes you feel like you’ve just won a game of Jargon Bingo , you are not alone. Us Web types are quick to latch on to names for things – Web 2.0 (and 3.0), LAS , “The Online Conversation” – and it’s easy to talk about a concept without really thinking about what it means . Most people, by now, understand that a brand is a sum of perceptions; what do you, your staff, your business partners and your customers think about you and what collective meaning is then ascribed. So, when you apply this to the digital or information age, what exactly are we talking about?
This is the first step in the process of developing your brand strategy. By defining who your brand is you create the foundation for all other components to build on. Your brand definition will serve as your measuring stick in evaluating any and all marketing materials and strategies.
Definition: The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from that of your competitors.
In the world of small business marketing, certain terms are thrown around quite a bit – so much so that they become cliché rather than tenants of a solid strategy. You’ve heard them before, terms such as “think outside the box,” “something catchy” and maybe the phase “branding”. Despite its overuse at Monday morning meetings, it’s worth reexamining what branding is really about. As a small business, never gloss over the power of branding. The reason is simple.