No matter how large or small your business is, you must continuously consider your brand in every action you take. Your brand speaks to your clients and potential clients in a way that nothing else can. If you have failed to create a brand your failure will show up in lower sales, and lack of confidence from your current clients. A strong brand can help people identify what differentiates you from the competition.
1. Reinventing the wheel — If you had a strictly offline business and then you choose to take it online it is important that you keep your current logo, tag line, and other information the same. The other option is you can remake everything but your offline and online image should match, do not choose this time to reinvent the wheel, create a matching brand and personality for both your online and offline persona. You are the same business, after all.
2. Not having a mission statement — Many businesses, especially small businesses, fail to create a mission statement that speaks to its potential clients in a way that means anything to them. Your mission statement should clearly differentiate you from the competition without blowing smoke.
3. Targeting everyone — Your business should have a clear target market and it can’t be everyone. Many small businesses are fearful of picking a target market because they feel like they will miss out on a client. But the truth is, if you create a smaller niche, target market you will actually be able to increase your customer base because you will speak to the right people who need your services.
4. Overpromising and under delivering — The worst thing a business can do is over promise and under deliver, instead turn this around and under promise and over deliver. If you do this, you’ll create a repeat client every single time. If you make promises that are impossible to keep and hype your business too much you’ll never live up so don’t do that.
5. Emphasizing features over benefits — In all your sales copy, including your mission statement, tag line and other aspects of your marketing you should tell your clients and potential clients about the benefits you offer them, not the features. People want to know what’s in it for them, not you. You want to solve your clients problems, and you want them to know how you are going to do that.