Make Your Brand Personal
Who do you trust more, a corporation or a person? Whom would you expect to give you better customer service – a corporation or a person? What about honesty – whom do you think is more honest? The answer to all three, of course, is a person. That is why, if possible, it is often a good idea for a small businessperson to tie his or her own name/personality in with the brand. People like and trust people more than businesses.A great brand will offer something unique, something that people want. It will be based on honesty and integrity (a great brand cannot be a lie), it will both attract and repel customers (you are not trying to be all things to all people; some people like Starbucks and some don’t), and finally, it will offer perceived value.
Once you decide what your brand will be, you then get the word out consistently and repeatedly using your website, business cards, signage, stationary, newsletter, e-mail, and public relations.
The result is that you will create a memorable business that stands for something.
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