Small Business Branding | Branding Tips for Small Businesses to Stand Out from the Competition
Small Business Branding | An efficient brand strategy gives you a major edge in constantly competitive markets. But what exactly does ‘branding’ stand for? How does it influence a small business like yours? Are you the innovative maverick in your business? Or the most experienced, reliable one? Is your product or service the high-cost, high-quality option, or the low-cost, high-value option? No matter how wonderful your product is, no-one will hear about it until you create an identity that is recognizable amongst the masses of competitors. Your branding consists of all the elements that make up a brand, whether logo, stationery items, colors, reputation for customer service, reputation for customizing customer orders without complaint, speed, self-serve options, low price or high quality.
However, thoughtful your brand building is, your brand still needs to look simple on the surface level.
Your Visual Identity | Small Business Branding
Branding is about crafting an identity. It’s what differentiates one company from the rest. In short, it explains us what we can expect from that company. It’s about the perception people have of the business. Your logo, business cards and stationery items shouldn’t look homemade (even if they are) especially if you’re selling professional services. Unprofessional looking branding segments are sending the message that your company doesn’t pay attention to the details, and isn’t ready for the big league.
Brand Integration | Small Business Branding
Brand values are an efficient tool for starting conversations that turn into connections. Integrate your company’s essential values whenever feasible. People don’t really want to buy from companies, they want to buy from live human beings. Increase your human element by making your personal business related stories a component of your social and blog content. Branding reaches out to every aspect of your business – how you answer your phones, what you or your salespeople wear on sales calls, your e-mail signature, everything.
Deliver Your Promise | Small Business Branding
Strong brands possess credible, relevant and recognizable brand promises. Even more importantly, they fulfill these promises every day. The brand promise outlines what the brand stands for and is also the most important reason for consumers to choose a particular brand. When consumers trust that a brand will meet their expectations, not only are they more likely to become repeated customers, but they’re also more likely to pass a word about the brand. They become brand loyalists and vocal brand advocates that give the brand a form of word-of-mouth marketing that money can’t buy, especially as that brand buzz travels across the social web via blogs, Twitter, Facebook, and so on.
Consistency and Clarity | Small Business Branding
Being consistent throughout your brand does not mean you are limited in how creative you can get with your marketing. You can do almost anything you want across all mediums, as long as you keep your brand message consistent. Although a lot of brands are clear about what differentiates them from other brands, they are not always consistent in communicating that differentiation. Consistency is crucial because consumers like to know what to expect from a brand. Incongruent experiences leave them confused about the brand thus excluding loyalty segment forever. Some companies simply understand the role of consistency in brand building better than others.
Brand consistency is where a business tries to communicate messages in a way which doesn’t detract or wander away from the core brand proposition. For example, a logo is always used in a similar way on all marketing materials, a single font is used with particular guidelines on typography, consistent color scheme is applied with similar design styles, so that everything visual is inter-linked and has a link back to that core brand proposition.