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  • Writer's pictureAlesha Henley

The Most Important Investment in Your Small Business

Your brand is the single most important investment you can make in your business." - Steve Forbes, CEO Forbes Media

Brand awareness is the ability of consumers to recall the distinctive features of your brand of goods or services. Brand awareness is a powerful marketing tool - when done properly, your brand will come top of mind when customers are faced with a buying decision.

Building brand awareness is not a sprint, it is a marathon. It doesn't happen overnight. It requires a long-term, consistent, strategic framework that can be measured. First and foremost, you need the right tools to market: a logo, jingle, tagline, or slogan. These tools need to be unique to your company, easily recognizable, catchy and easy to remember. Think about the brands that you recall when making a purchase decision. When you want something quick to eat the Golden Arches come to mind (a recognizable logo); when you need a tissue you think of Kleenex (regardless of which brand you select you think of the word Kleenex); when you hear "Just Do It" Nike automatically comes to mind; and we all know the "Breakfast of Champions" is Wheaties. What is the short, sweet reminder of the value that your brand has to offer?

Experts predict that adults make 35,000 decisions in a single day. A comprehensive marketing strategy, tactics, and metrics that support a strong brand are required to compete with the 34,999 other decisions that adults make in a day!

Although customers are more distracted, they are also savvier, so authenticity is key. People buy from brands they know and trust. Having a great slogan is not enough, you must deliver the expected value consistently (there's that word again).

Here are a few effective tools you can use to increase your brand awareness affordably:

Network with other professionals

Post via social media channels

Employ content marketing via blogs/articles/social media

Website SEO

Google AdWords

Review the 5 Key Steps you can take to get started on building your brand.

A strong brand is the nucleus of a company's success. It increases marketing effectiveness, drives new business and creates loyalty. Branding is not where you want to cut corners.

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