What better time to prepare for the New Year than now? Today’s episode of The Small Business Show discusses everything entrepreneurs need to know about branding for their business in 2024. We’re pleased to welcome Bill Harper, the CEO and Chief Creative Officer of BrandBoss HQ.
Branding refers to the narrative companies want people to associate with their business. Currently, “entertainment” is a crucial aspect that businesses should pay attention to. Moreover, companies often misinterpret that marketing is really a performance they don’t interpret correctly. In reality, the greatest strength in marketing comes from assets that provide the most value to the target audience.
Key Takeaways:
1. Consumers buy products because they relate to the story behind the brand. For example, take a look at the PC and Mac commercials, which didn’t mention their products but focused on storytelling.
2. Many successful companies design their products by considering the needs of their consumers, allowing them to express themselves. Social media has proven to be a valuable tool for marketing brands.
3. According to Harper, social media has the word “social” in it because it allows businesses to connect with their audiences personally. Therefore, sharing your brand’s story on social media is an effective way to engage your audience. Additionally, social media provides an excellent platform to showcase your brands’ behind the scenes.
4. In 2024, the strategies Harper encourages businesses to implement are:
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- Simplicity – businesses have lost sight of what telling a good story is all about- which is that our hero remains the same.
- Know your consumer insights to understand what is important to your target audience.
- Consistency- “It’s like going to the gym; you won’t get big overnight, but you also know one day you will. so you keep going until it happens,” says Harper.
5. For emerging businesses and small to medium-sized companies, being transparent and connecting with their audiences personally can help them build trust and establish their brand.
"Marketing is really a performance that companies don't interpret correctly." – Bill Harper
