Small Business Brand Identity | Building Better Brands: A Comprehensive Guide to Brand Strategy and Identity Development
Small Business Brand Identity | Many small business owners believe that branding is as easy as slapping a badly-designed logo on their website and then waiting around as the sales start pouring in. However, there’s more to your brand essence than just your logo and a memorable slogan. Your brand is the entire sum of what your business does, what you excel at and the experience your clients have with you. It affects whether clients join your loyalty club and refer you to their family and friends — or don’t bother with your business again.
A strong brand conveys what your company does, how it does it, and at the same time, it also builds trust and credibility. Your brand lives in your day to day interactions with your clients, the images you share to social networks, the messages you post on your website, and the content of your marketing materials. You may not have the marketing budget like companies such as Apple do, for example, but if you’re clever enough, you can come up with a campaign that’s just as effective without spending much at all. Here’s how!
The Key To Branding Is To Create An Emotional Connection | Small Business Brand Identity
Make sure that you are building something that will have a positive emotional connection with your target audience. Your logo, slogan, color scheme you use, font and style are all vital elements of your brand that should conjure up an emotion that resonates with your target audience. Your clients may skew towards a specific demographic or socioeconomic groups. They may share a particular problem, interest or need. Your brand has to connect with these people. They’re your target audience, the consumers you specifically aim to serve.
Have A Logo Professionally Designed | Small Business Brand Identity
This is vitally important to brand recognition and it’s critical to get it right the first time, because changing your name and logo can be costly later on. Your logo and name should be easily recognizable and convey the nature and tone of your business. It’s not enough to have a recognizable name. People usually associate brands with the brand’s logo. As you think about your logo, keep your audience and products in mind, as you want your logo to convey the nature your company. To save money, it’s best to have a rough idea of what you’d like before even approaching a designer. Brainstorm with friends and do some basic research. Don’t worry, it’s fun! Check out other logos. Tell your designer which ones you like and which you don’t.
Stand Out | Small Business Brand Identity
Standing out means being different. If your brand is going to be strong, you have to be able to determine what it is that makes what you do unique. What differentiates you from others in your industry? What about your company makes it the one that a potential client should choose? These are the questions that your brand message should answer quickly, almost at a glance. Find a simple, smooth and uncluttered way to communicate these answers through your branding message, and you’ll be on your way to success.
Deliver On Your Promise | Small Business Brand Identity
There is no better way to ruin your brand than by making promises to clients that you can’t keep. In this age of social media, it is more important than ever for your brand to deliver. Some companies stop focusing on building great products and services when they become successful. This is a huge mistake. Even a strong brand will suffer when it starts selling average or below average products or services. Providing consistently great products and outstanding customer service is one of the best types of marketing there is!
Keep Your Messaging And Visual Identity Professional And Consistent | Small Business Brand Identity
From business cards and logo to email newsletters and brick-and-mortar signage, all of your printed communications and sales materials should look, feel and sound like they come from the same source. Established brands speak with a unique and memorable voice. Think about the brands you like – what makes them stand out? How do they communicate with you and other clients? Is your brand friendly? Be conversational. Is it ritzy? Be more formal.
Build Community Around What you Do | Small Business Brand Identity
Reviews are part of your brand, whether you like it or not. Encourage your satisfied clients to leave their feedback, and feature positive reviews on your website. A successful brand is one that is trusted and respected by clients, and building a strong community online and off can help you accomplish this. People refer business to those they can vouch for, those who they know, like, trust and will go the extra mile. Build relationships that matter and surround yourself with people who you can learn and grow from.