Are You Branded? Five Ways to Tell If Your Brand Is Right for You
If you have been pouring time and money into branding for your small business, you may wonder whether it is working. Luckily, it is actually very easy to tell when your brand is making an impact and when it isn’t. Here are five ways you can find out if your brand works for your small business.
You have increased traffic. A good brand will inspire more people to investigate your business. If your brand is both interesting and appropriate, you should be seeing more customers in your locations. This is because having a cohesive and interesting brand should make people want to find out more about you. If you are not seeing more traffic, your brand either doesn’t feel authentic or it isn’t relevant to your community’s population.
You have increased sales. A good brand will lead to measurable differences in sales, especially sales of your core products. Let’s face it; increased foot traffic is nice, but it doesn’t do any good if no one is actually buying your products. A good brand should attract the right kind of people: customers who are interested in your products or services as well as willing and able to buy it. While no amount of branding will double your sales overnight, it should have a small but measurable impact on your bottom line.
You have increased recognition. A good brand should be recognized, especially by members of its target audience. When you tell people what you do for a living, do their faces light up with recognition? If you have an appropriate brand, people should recognize your company name and have something to say about it. If people in your targeted audience have never heard of you, your message is not getting the public time and attention it needs to flourish.
You have increased correspondence. Whether you get more phone calls about your products, more requests for bids, or even more company email, an increase in correspondence shows that people have heard of your brand and are actively seeking information about it. If you respond with more targeted, branded information, this could translate into more sales.
You have increased positive feedback. A good brand inspires positive feedback from your customers and the general public. If you have a solid brand as well as the products that people want, you should be hearing how happy people are with your business. You can get this feedback either by asking for it (such as in questionnaires and follow up phone calls) or by waiting for customers to let you know what they think. If you are getting lackluster or negative feedback, it’s time to change either your brand or your products so your customers always know what to expect.
While it’s unreasonable to expect to see all five of these factors within days of beginning a new marketing campaign, you will see at least a few of them within a few months if your branding has been successful. If your brand simply isn’t selling, it may be time to revamp your image until it matches the needs of your target audience. Also be sure avoid rebranding mistakes. Your customers aren’t just buying a product; they are buying a brand. Make sure your brand is exactly what they have been seeking.