Businesses need to address branding before they can grow

Small business owners are making their businesses vulnerable by not having a strong branding strategy, according to long time marketer and small business owner Amanda Falconer.

Sydney, Australia (prHWY.com) June 13, 2011 - Small business owners are making their businesses vulnerable by not having a strong branding strategy, according to long time marketer and small business owner Amanda Falconer.

Falconer says that unless business owners have what's unique about their business clearly defined, they weaken their brand and are less likely to provide a consistent service to their customers.

"A brand is a promise, an experience, a memory," she says.

"Therefore, the strongest brands are those that make a compelling promise to a specific target audience; deliver that promise consistently across all contact points with customers; and create a strong memory as a result of that consistency."

Falconer says there is one key tool that business owners should use to help create a sense of consistency and help strengthen their business.

"One easy way small business owners can make their brand more consistent is by analyzing their 'touch points' with their customers," she says.

"A touch point is anywhere that a business owner intersects with their customer - whether it's on the phone, through their website, or via social media."

She recommends all business owners should review all the touch points they have with their customers and work out what they can do at each point that is consistent with their brand's promise and values.

"Inconsistency is jarring. Strong brands that have the right promise and deliver the experience of that in a strong way create a powerful and positive memory."

Falconer has recently started the Sydney Small Business Centre, an outsourced marketing firm for small to medium businesses. To learn more about the Sydney Small Business Centre, visit their website at www.sydneysmallbusinesscentre.com

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Tag Words: marketing mentoring, business marketing, business marketing oz, small business marketing, marketing planning

Categories: Business

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