Brand Ethos
Shelby Jo Long
Your brand ethos expresses your business uniqueness
Ethos refers to the speaker’s credibility with their audience. A person with good ethos would be seen as an expert in the respective field and has instant authority when they communicate their message. We recognize experts as having education, experience or time in a certain profession. We go visit a doctor to diagnose our illness, we go to a mechanic if our car isn’t running correctly, we go to an architect to help us build the vision of our house. As a consumer, we constantly seek out expertise. As a small business, how do you establish your brand ethos in your target audience?
As a small business owner in a digital age, it is imperative to think about how your business brand is positioned against your competition. By taking a few steps, you can establish credibility in your field\ and be the business that consumers seek.
First, make sure that your brand is clear and consistent. Audiences consume so many messages each day that many are lost in all of the noise. If your messages are simple, clear, and encompass the values of your business they will stand out in the noise. In addition to having clear and focused messaging, having consistent messages across all media and communication platforms will help audiences remember your brand.
Second, involve your personality and story in your brand. Consumers connect to personalities, not products or services. Just think about the coffee shop you visit multiple times a week or your insurance agent that you have had for many years. We visit similar places and honor the business with referral and return service because we connect with the person behind the service. So show your personality and your story to strengthen your brand ethos.
Finally, think about ways that you can continually add value to your clients. A small action like having a private facebook group, a punch card for a discount or a gift for a business referral will create an impression with your audience. This memorable action will ensure that you will develop a deeper relationship with your client. When you take a small action to build your business community, you will add more credibility to your brand.
A brand clearly communicates your business purpose to your target audience. Your brand ethos help differentiate your business from the competition and elevates what you have to offer in your business so you can be the preferred provider.
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