You may wonder what is a brand, how do you build a brand and most of all, do you really need to brand your business at this time. This question may be up to you to decide, but let me help you out with this decision by talking about the four most common indicators that your business may be in desperate need of a better brand. Here they are:
1. You are not getting enough response from your marketing efforts.
You are networking like crazy, both on and off line and you are not getting enough people who are interested in your products and services. Instead, most of the phone calls you get are from people who want to pitch their services to you because they see you as someone who needs their help.
2. You are attracting the wrong clients.
People call and ask you for services that not only you do NOT provide, it says nowhere on your marketing materials that you do. And you wonder where in the world did they get this idea! Truth to be told, most likely they did not read your branding and marketing materials. They simply made the wrong assumption from your misleading company name or tagline.
3. Your potential clients are confused.
You feel like you have to explain yourself about what you do over and over again and people still don’t get it. They tune out after about 30 seconds of your presentation if your message is not simple or clear enough for them and everything you say after that goes way over their heads.
4. You are not closing sales because your rates are more expansive than what people think.
This is perhaps one of the biggest indicators that your brand needs work. When you don’t have a powerful brand to give you that boost of credibility, people automatically assume that you are cheaper and they think you’ll give them a good deal. Good brands typically attract customers who know and understand the value of your products and services and are willing to pay for them. People who are looking for cheap deals typically avoid brands because paying less is more important to them than getting high value. And if high value is what you strive for, then these people are not your ideal customers.
It is up to you to decide what you really want. If you want to work with people who prefer to work with you and only you because they think you are the best for them, not because you have the best deal in town, than having a brand is a must.
Katherine Bouglai has been coaching entrepreneurs and coaches for over 5 years. With her degree in computer graphics and a certification as an empowerment coach she is able to successfully create and design your brand.
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