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Branding and Its Significance on Your Sleep Business

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It is very important to establish branding for your sleep company – especially in this industry where you have a lot riding on your work and reputation, and negative reviews can affect your success.

Hence, a strong branding strategy is necessary to have that competitive edge to attract customers, especially if you’re going against competitors who already have a presence on marketplaces like Yelp, Google+, Facebook, etc.

WHAT IS A BRAND

Image 1: Establish your brand

A brand is a unique identifier for your sleep company. It can be a name, logo, slogan, or other symbols that represent the company or product. It can also be a feeling or experience that a customer has with your services. This builds customer loyalty and helps a business succeed in the marketplace.

Whether your sleep company is very new or established, you need a distinctive brand – to distinguish your company from others and also gain trust within the industry.

The key to successful branding is understanding what your customers want and need – and connecting with them on that level. It’s also important to be consistent in your messaging and visuals so that your company becomes recognizable and trustworthy.

Furthermore, it also helps you to stand out from the crowd. If your sleep business stands for something that people can proudly align themselves with, then there’s no reason why they shouldn’t commend your company which embodies those same values.

It’s common sense that an experienced entrepreneur would want his/her prestigious company name linked back to him. That being said, branding in entrepreneurship goes much wider than just getting a great website, presentation, and services.

WHAT GOALS SHOULD YOUR BRAND ACHIEVE?

Image 2: Always set a goal

Now more than ever, branding is more than attracting customers to your sleep company’s product over another company’s product. Branding reflects your company’s fundamental identity. It sets the tone for all activities — so why not make sure people know who’s behind the  product or service they’re considering?

So the question now is, what should your brand accomplish?

#1 - Build trust and emotional connection
Image 3: Exhibit an emotional bond with your customers

You’ll have to be trustworthy for customers to want to work with you and feel an emotional connection for them to keep coming back.

Think about it. When was the last time you went with a company you knew nothing about? And not just because they were cheaper but because you felt some trust or connection with them?

The key to a successful sleep business is understanding what your customers want and need and then finding ways to connect with them on that level. It’s also important to be consistent in your messaging and visuals so that your brand becomes recognizable and trustworthy.

#2 - Stand Out from the Competition
Image 4: Always ahead of the game

How do you stand out from the thousands of companies who claim to be as good or better than your business?

The need for distinctiveness is no longer limited by local competition. There’s an entire world waiting with open arms ready to embrace what you have built — a universal audience that can’t be beaten!

So instead of being so focused on just trying to stand tall amongst all these noise makers, try thinking bigger: What unique value proposition will make customers feel great about working with you?

#3 - Emphasise your Intent and Credibility
Image 5: Be a credible practice for your customers

Your brand reflects your sleep business’ statement. This reflects a bold proclamation that you mean what you say – and you’re dedicated to keeping all promises made by your company. And your sleep business will be successful because customers can rely on their purchase with you as well!

Your sleep business should not only be recognisable because of a flashy visual — it must convey integrity both in visuals and in practice. Your customers are your greatest asset and you should let them know how you’ll meet that need.

To do this right means using subject matter competence (as shown in your blogs) as well as unmatched customer experience. There should always be strategic forethought so you meet customers’ needs at every point. 

People love to be associated with a brand that has credibility. This means you can expect recommendations from those individuals when they’ve had a great experience.

#4 - Build Bigger Networks
Image 6: Establishing your brand in different networks

Building a great brand allows sleep companies to build social capital. In other words, the bigger network you build with people interested in your business’ products and services, the better chances are for your sleep company’s success. 

A strong online presence is the key – attracting new followers on platforms such as Facebook, Twitter, etc. When establishing your brand on these platforms, growing your network becomes easier. You can accomplish this while still maintaining authenticity – alongside high-level engagement rates making your sleep business stand out amongst competitors.

#5 - Attract Opportunities
Image 7: Build relationships in the same industry

The sleep industry brand you create is a powerful tool that can help build business success. It might draw the attention of potential partners, media or industry leaders looking for partnerships.

These connections could result in opportunities such as internships and promotions as you build relationships with others in the same industry. Your identity should speak volumes so make sure this message reflects exactly what’s important for you when communicating about your business.

When done well, branding can help you build a loyal customer base, charge premium prices, and nurture loyalty. But it takes time and effort to get there.

Here are a few things to keep in mind as you work on branding your business:

  • Keep it simple. Your brand should be easy to understand and remember.
  • Be consistent. Consistency is key when it comes to building your identity. Use the same colours, fonts, and style in all your communications, from your website to your business cards to your social media posts.
  • Tell a story. People connect with stories, so use yours to build brand awareness and loyalty.
  • Be authentic. Be true to who you are, and don’t try to be something you’re not.
  • Focus on the future. As your brand grows, keep your eye on the long-term goals. What do you want your brand to achieve?

With these tips in mind, you can start working on branding your business for success.

OVERWHELMED? LET US HANDLE THE DETAILS

Somnowell Marketing has a team in place to professionally create and execute your marketing and customer communications campaigns. Blog content, social media, emails, messaging, website design — they can handle it all, taking the burden off your shoulders. The information is always from respected sources and will dispel any misinformation. Your online content and social media posts are an investment in your sleep company’s reputation — and that’s undeniably priceless.

Loran Simon

Loran Simon

Loran Simon is the Founder of Somnowell, one of the UK’s leading oral appliances to help to cure snoring and sleep apnea. Over the past 10 years, Somnowell’s growth has been mainly achieved using the digital marketing services of Somnowell Marketing, an agency that Loran Simon also founded and manages. The agency consistently generates thousands of new patient enquiries for Somnowell’s network of dentists.

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Book a quick exploratory
call with us.

We’ll take the time to understand your objectives and needs, and share our experience of working successfully with businesses like yours.