small business branding

Small Business Branding Tips

If you don’t use branding, your messages might be heard clearly, but they’ll likely have the opposite effect and cause problems down the road. While not initially obvious, the effects of this approach will become painfully and swiftly apparent in a variety of ways: you’ll get more inquiries than sales, audiences won’t understand what you stand for, and potential consumers will choose to do business with your competition.

Small businesses must establish meaningful relationships with their audiences through messaging, marketing, and engagement if they want to compete with bigger brands. Your brand is one of the most precious assets in your company, and when it is managed properly, the rewards and return on investment are tangible. 

We’ll go over everything you need to know to develop a brand identity for your small business.

Developing a Brand Identity

Your logo alone does not adequately convey your brand identity. It goes beyond style, promotional items, or colour schemes. The combination of how your brand appears, feels, and communicates with customers is your brand identity. It affects every aspect of the customer experience and, in the end, how other people perceive your credibility and business.

Your small business brand identity won’t appear miraculously overnight. Although it takes effort, careful consideration, and time, the benefits are worthwhile.

So where do you even begin with business branding?

1. Conduct thorough research

If you don’t already understand your customers, you can’t develop a brand identity that connects with them. Therefore, start by spending some time getting to know your primary audiences. Create personas for each person that reflect their values, interests, and likes and dislikes.

When you have a thorough understanding of your clients, turn your attention to the competition. What visual components, personalities, and themes are other businesses in your sector using to position themselves?

If you have staff, interview the ones who are most familiar with your current brand. They offer a valuable perspective on the company’s image and what has and hasn’t worked in the past.

2. Make materials

The fun may start after the research step is finished. It’s time to visualise all you’ve learned. Listed below is a brief summary of typical brand assets:

  • Logo
  • Colour schemes
  • Typography
  • Iconography
  • Graphic design and photography for marketing campaigns
  • A style manual that specifies acceptable trademark usage and brand personality among other things.

Consider the 3 Cs of branding and how they might benefit as you develop your brand assets.

  • Clarity: It is your responsibility to determine your message, not that of your audience. 
  • Consistency: Your website should speak in the same tone as your Twitter account, and your billboard should do the same. Why? Your brand’s consistency implies self-assurance.
  • Commitment: Remember that building a great brand takes time.

3. Identify your brand’s narrative

Using a brand story will solidify your brand’s identity. Your brand story should include:

  • What values does your company uphold?
  • What problems does your solution or service solve?
  • How does your company address those issues?
  • Why did you determine that your company should make those aches disappear?
  • What direction do you see your company taking?

Keep in mind that your brand story is more than just the brief description of your company. It’s a way to emotionally connect with current and prospective customers. 

4. Refine

It’s fine if your brand identity changes over time. After developing your original brand identity, evaluate and improve it in light of customer feedback. To determine what works best, test out fresh techniques and tactics. You could, for instance, A/B test various taglines on your homepage to determine which tale best appeals to your audience.

By the way, if you’re struggling to figure out where to start with marketing or how to improve it check out our Marketing Health Check. It’s free and gives you great insight into what elements of your marketing work and what could be improved.

Or check out our other blogs for more great marketing advice.

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