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A distinct brand image is one of the most important factors in small business growth, and it can be tough to differentiate your company from the competition. This is particularly challenging in industries with large businesses that have already established a clear brand.

This article will cover some of the most effective ways for small business owners to build a brand image and connect with your audience. Brand development and expansion will naturally become easier as your company grows and you achieve greater brand recognition.

Develop a Cohesive Brand

Branding is often treated separately from other areas of the business, but the reality is that branding requires a cohesive message. With that in mind, the entire customer experience should emphasize your brand’s unique value and contribute to strong customer relationships.

Your brand image should be a top consideration in everything from online and print advertising to product packaging and customer support. This doesn’t happen overnight—developing your brand is an ongoing process that requires consistency over a long period of time.

Provide a Unique Value

If you’re having trouble articulating your ideal brand image, start by considering your company’s unique value and position. You need to let customers (and potential customers) know why they should be interested in your brand rather than a competitor.

While specs, features, and other details are relevant, it’s even more important to demonstrate why you’re invested in the field. In fact, brand narrative is arguably the most central element in your brand image. A strong narrative gives you something to build the rest of your image around.

The easiest way to illustrate your value is to focus messaging on what your products accomplish rather than how they accomplish it. Instead of discussing features, for example, talk about the impact you want to have on your customers’ lives.

Identify Customer Preferences

Marketers often try to sell to everyone, but even the most popular brands have a target audience. Instead of trying to be everything at once, focus on the people who are most likely to be interested in your brand.

Of course, learning more about your audience requires extensive research. Start by developing customer personae to give yourself a clear idea of who’s buying your products or services and what attracts them to your company.

You can perform more effective customer research with a digital marketing tool designed to collect and store customer data. Robust marketing services are low-cost investments that can dramatically increase sales.

We all know the importance of building a distinctive brand image, but differentiating yourself is easier said than done. These ideas will help you separate your brand from the competition and turn new leads into loyal customers.