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Small Business Branding: Finding Your Secret Sauce

Branding is one of the most important aspects of your company and should not be left on the back burner. Everyone has an individual style and those “bits of personality” should be incorporated into your everyday business practices. The personality you put into your company is something your customers won’t forget. Aga Conboy, a branding expert who specializes in working with small businesses, conducted a one-hour lunch and learn here at Treehouse where she shared her top tips.

Aga defines your brand as, “your secret sauce.” "Finding your brand is discovering your favorite thing about you and making your business all about that,” she says. This is exactly what Aga does -- help small businesses find their sauce. When preparing your branding burger you must combine multiple ingredients including: your story, goals, and personality. Just don’t forget the sauce! Here are three takeaways from Aga’s lunch and learn:

1. Brand Jamming

No -- this is not a band making their new hit single, this is a way to get to know your brand’s story by asking yourself questions about your goals, your vision, and your customers. During Aga’s lunch and learn, she gave us a few questions to ask in a mini brand jam. Here are some questions she had us consider:

  • What is your favorite part, or process, of your business?

  • How would you like to be perceived by your audience?

  • What problem does your product or service fix for your customer?

  • Who is your ideal client?

  • Describe your industry.

  • Name 3-5 things that define you.

Start with these questions and they will surely point you in the right direction to have a brand that’s ready to rock!

2. Storytelling

Imagine you’re an author, writing a story about your customer, the main character. How will you solve their problem? This is your brand story! While solving your customer’s problem is vital, YOUR story is also important. This type of storytelling will make your brand stand out. In a world of bland and blah, be unique. Show off your personality!

3. Finding Brand Advocates

What’s a brand advocate? Only one of the most important parts to building your brand! Brand advocates are the people who have heard your story, connected to it, and are now loyal customers. They spread the word about what you offer and stand by you. These are your best friends when it comes to branding. How do you find these customers? It is all goes back to your story. People who connect to your brand will feel connected to you. Before you know it you’ll have your branding besties on speed dial.

Storytelling has been a part of human history forever -- no reason to stop now. Tell your story through your brand, show up for your customers, and find what makes you passionate. Your brand will thank you.

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