Branding for referrals

In today's over-advertised environment where credibility has never been lower, the small business, just like its big competitors, need to base their business on referrals, not ad impressions.

And people refer other people to a resource only if two things occur: The referrer has confidence in the company they are referring someone to, and they can easily and quickly state what differentiates the company from its competitors.

Branding helps.

Particularly if you look beyond the name and logo to the foundation of the brand. The brand is the expression of a firm's position within its competitive arena. When you set out to position your company - also read product/service - you look for a way to differentiate yourself from competition.

I've blogged earlier this year about the various ways you can establish a viable position through differentiation. (See the blog archive for July/Aug)

But once you've discovered a position you can call your own, make it your own using all the tools available, beginning with a commitment to own the position. Then product, service, messages, graphics and employee interactions will mesh and re-enforce the brand, making it unique and desirable.

Then you'll be able to ignite enough passion and knowledge about the brand to generate referrals and expand your market penetration through less expensive and more effective communication methods.

Martin Jelsema
Signature Strategies
Helping smaller companies profit from the power of branding

www.signaturestrategies.com