Post-Labour Day can always be a bittersweet season. Summer is coming to an end, however now is a perfect time to reflect on your business and think, “What can I be doing better?”. A topic we like to reflect on is the importance of branding. A brand sets you apart from your competition and is the essence of who you are as a business. A solid brand earns trust and can be easily recognized, ensuring positive word of mouth and referrals in the long term.
How can you take immediate action to create a strong brand? Here are some simple steps that might help:
Finding your ideal client
Finding your ideal client is crucial when it comes to branding. You want to be marketing to someone who would be a candidate for your product/service. This can be determined by:
Where they are located?
What is their main problem and how can you fix it?
Does their business require your service?
In your branding, relay a clear value-added statement that outlines who your ideal customer is and what services you offer. If your customer understands how you can solve their problems within the first 30 seconds of landing on your website, they are much more likely to do business with you rather than move on.
For example, DEROTTO’S value-added statement is: “We provide equipment financing for businesses throughout Canada. We work with numerous lenders to secure the best possible financing for your business”.
Being consistent with content
Sometimes this can be the most challenging component of effective branding. Finding new things to post / share can be overwhelming, but being consistent is key. Even if it’s something very simple. You may not notice the rewards right away but over time, getting your brand out there will eventually pay dividends. I can’t count the number of times we have sent an email and months later we receive a response inquiring about our services.
For example, DEROTTO publishes a newsletter on the first Wednesday of each month. We have been doing this for 7 years and have never missed a deadline. Sometimes it can be tough to come up with topics, but it's more about consistency than the content. It ensures we are top of mind to all past clients who might not be looking now but might be 6-months down the road!
Creating a website/logo
In today’s world, having social media or a website (some sort of online presence) is crucial. Creating a business page on Facebook or any social media platform is free! There are lots of agencies out there that can help create a logo for your business and thus make your company recognizable. It even helps if you are ever applying for financing, as many times lenders want to see who they are lending money to when doing their due diligence. An online presence and professional logo lend themselves to more credibility for you and your business.
DEROTTO recently had its logo redone earlier this year and revamped our website. You can check it out along with any of our social media platforms.
As mentioned, you might not see the benefits of branding in the early stages, but starting and being consistent is key!
We hope this newsletter helps in creating a brand for your company. Your brand is the soul of who you are as a business; it comprises everything from your values and mission to your visual identity and customer experience. A strong brand is easily recognized, commands loyalty, and earns trust. This could be the most valuable asset you establish for your business.
Side note: DEROTTO has lenders who can finance website upgrades including software and hardware.
For any equipment financing needs for your business, please feel free to reach out anytime.
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