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As entrepreneurs, you bring your unique qualities and perspectives to your business, setting it apart from your competitors. However, making sure that your brand is consistent and well-regarded does require ongoing effort.
Why branding and reputation are essential for business success
Your brand is so much more than a logo or a strapline! It’s the heart of your business, the foundation on which everything else sits. It’s your story, your values, and how you connect with your ideal clients.
In contrast, your reputation is how other people feel about your brand when they work with you, see you online or at an event, and interact with you. When you put your brand and reputation together, they can either boost your business or hold you back.
Why is building a strong brand so important?
Trust and credibility – your audience is more likely to engage with your business if they feel it is reliable and trustworthy. If you create a brand that consistently shows that communication, professionalism, and authenticity are the foundations, you will build trust in your audience. No one wants to work with a business that is scatty, inconsistent, and unreliable.
“If people like you they will listen to you, but if they trust you, they’ll do business with you.” Zig Ziglar
Differentiation – we all know the market is a crowded and competitive place, but if you create a brand that stands out from your competitors, you differentiate yourself by highlighting what makes you and your business unique. Think about your personal story, your big WHY for starting your business, your values, mission, and purpose, and the quality of your products and services. What sets you apart? What do you have that makes it easier for your audience to choose you over others?
Customer recognition – your aim is to create a brand your audience can identify the second they see your logo, brand colours, or your business name. You want them to know exactly who you are and what you offer. Consistency creates familiarity, and familiarity leads to trust. Think about your visibility strategy. Are you doing everything you can to help your audience recognise you? When you build recognition, it helps to create loyal customers who return to you repeatedly and become your biggest cheerleaders.
“Quality in a service or product is not what you put into it. It is what the customer gets out of it.” Peter Ferdinand Drucker
Business value – not only does a good brand help you grow your audience, but it also increases the value of your business. With a recognisable, strong brand, you can sell high ticket offers and attract more opportunities. Who would you love to collaborate with? Are there any influencers you would like to have as investors? Your brand is a valuable asset that attracts positive openings.
What action steps can you take to improve your brand reputation?
Now that you understand why your brand and reputation are essential to business growth let’s explore simple steps you can take today to improve your brand reputation.
Step 1: Conduct a Brand Audit
Spend a few hours doing a thorough assessment of how your brand is currently performing.
• What do customers say about your brand online via social media or reviews/testimonials?
• Are your website, social media platform, and marketing materials aligned?
• Does your visual brand (logo, colours, fonts, etc) communicate who you are and what you offer?
• Is your brand voice consistent across all your platforms, from website to newsletters, social media, and in-person interactions?
Take a couple of insights from your audit and make a plan to address them. This might include updating your website to reflect your vision or responding to customer feedback.
Step 2: Engage with Your Audience
One of the fastest ways to enhance your brand reputation is to be active on social media with your target audience. Respond to comments, answer questions, and acknowledge any customer concerns. Show them you care and build your brands know, like, and trust elements. Thoughtful interactions can make a big impact. Personalise the customer experience.
Step 3: Collect and Showcase Customer Testimonials
Reach out to satisfied customers and ask them for testimonials or reviews that you can showcase on your website, social media, newsletters, blog posts, or marketing materials.
Authentic, positive reviews from real customers can improve your credibility and demonstrate that your brand delivers on its promises. Pop a post on your social media platform encouraging reviews or email a few past clients.
“I have been part of Woman Who for three years – initially, new to the area, I went to network and build up relationships. The networking was fabulously organised, then I was given the opportunity to speak!! I never let that sort of opportunity go! Since then I have entered Woman Who Achieves Awards, have been a sponsor of the Networking Award, WON an AWARD, and now I am proud to be in the Woman Who Achieves Academy – Why? because I still learn so much, have wonderful support from the other professionals in the group and its fabulous to give back and share skills. Woman Who is for all Women Who know they can be and will be amazing.” Sue Tonks, HydroVeg Ltd
Step 4: Refresh Your About Us Page!
If I visit any website, the first page I go to is the ‘About’ section. Take a few minutes to review and update this page on your website. Make sure it reflects your current mission, values, and story.
Your target audience often looks here to learn more about who you are and why your business exists. We love to dig deeper and find out more about the story (and face) behind the brand. If you’ve got a compelling, authentic story that resonates with your audience, then it helps to humanise your brand and build an emotional connection with your audience.
Branding isn’t just for big corporations or businesses with big budgets; it’s just as crucial for solopreneurs or smaller teams. A well-crafted brand tells your story, builds trust, and creates long-lasting relationships. Invest in your brand, and it will help you stand out from the crowd and thrive.
Start by taking one action today.
Remember, your brand is your promise, so make it powerful!
Woman Who Inspires Network
Each month, Woman Who hosts the Woman Who Inspires Online Network, and tickets to our October event are now live.
Monday 7th October 2024, 9.30am – 10.30am (BST)
“Sandra is committed to creating more women in business role models to inspire others, and she is true to her word! I attended the Woman Who Achieves Awards this year and was overwhelmed with the support and kindness I received from other women in business.” Jeevan Punj, Elite Hampers
With Woman Who events, networking, inspirational speakers, and learning will be included with this month’s theme, Branding and Reputation.
In business, we need to network to increase our contacts and our pipeline of work for the future. Whether you network online or in person, you can share your networking tips and learn new ones.
“I’m delighted to see the return of the Woman Who Inspires Network. Yes, it’s great to host face-to-face events but I believe strongly in considering sustainability and the environment. It is possible to host successful networking events online whilst considering the environment, efficiency of time, and inclusivity. Hosting this network online allows me and those attending to make new connections, form collaborations and build relationships nationally, and beyond. I hope to see you at an event soon.” Sandra Garlick MBE, Founder of Woman Who