Building a brand is one of the hardest things for business owners to do. The community wants to see something that they can remember, something that can be drawn upon quickly and almost effortlessly, in order to remember the exceptional services or products that your business provides. However, despite this amazing concept, many businesses fail to make their brand stick, or fail to brand their business at all, leaving them as just another business in the community, nameless and without a face that can be recognized by anyone. To help build your brand with the market you wish to impress, the most important question you can ask yourself is what customers expect from your company.
Brands are built off of consistency and emphasized features within the business that can be familiarized within the market. How do customers see your business, and what are they expecting from you as they enter it each and every day? These questions are crucial to ensure that you understand how your brand needs to be built. Negative branding can kill a business, but finding ways to emphasize positive benefits and features of your business will make the marketing of its brand successful.
Businesses that build their brand off of what customers already know have come to become very successful in their area. Russell Sergent, the founder and owner of Pro-Source Distributors, built his brand in Wisconsin and Illinois as being the only cleaning supply provider that has a 24-hour turnaround time that can save businesses a minimum of 20%. This familiarization with his business caused great success, with over 500 businesses becoming his client within the first ten years. His branding success was so well-driven that the business is still standing, 20 years after its establishment.