Rick Rochon’s MarketingBlog

Whenever I begin working with a new client, I need to get them clear on what their brand really means. What do I mean by that?  In a World of infinite competition for new customers, what is the differentiating factor that will let your perfect customer know you are a great fit when they find your business?  Lets assume that your prospective new client is doing a search on Google or Yahoo for a service or product like yours.  Then lets assume that you have done the right things in SEO so your site actually gets found.  This new prospect hits your site and you less than 8 seconds to pique their interest and differentiate your business from every other business they have searched and reviewed.  This is where your brand comes in.  All small businesses and small business people have a brand.  What does it mean to do business with you or your small business?  Since you want to do business with your perfect customer, how will they know you are a great fit when they hit your website?  Here are a few tips to help you get some clarity on your brand so you can get more of those perfect customers.

1. Make your site design and layout convey your business brand.  Colors, logo and design all convey what your business is about, before anyone has a read one word of copy on your page.
2. Use clear language to convey your brand.  Take some time to identify keywords and descriptions that succinctly convey the concept of your brand to those that find you in search.
3. Identify your perfect customer. Stop trying to be everything to everyone and move from being a generalist to a specialist.  Use your brand to convey what your specialty is and how you can help prospective customers.
4. Don’t “cheap out” on your logo design.  There are many great resources for inexpensive, professionally designed logos so you have no excuse not to have one.

Take some time to grow your brand, convey it to your prospects and grow your business in the process.  Remember that “confused prospects can’t convert”.