Tips for Successfully Branding Your Small Business
Branding Your Small Business
Now that you’ve properly set up your new small business plan, the time has come to start thinking about branding. Branding is a great way to maximize the value of the limited resources at your disposal when launching a small business. If you choose to brand your small business, you will begin to see several benefits.
Save Time And Money
First of all, branding a small business saves you time and money in the long run. It allows you to ‘streamline’ your decision making by reducing or eliminating potential decisions when it comes to marketing your small business’ communications, signage, business or store interior, social media, and website. A solid brand will go a long way towards defining what you need in order to create business components and communications without having to make new decisions every time you do.
Branding your small business also makes it harder for competitors to define you. Without a consistent brand, customers won’t be able to pin you down because all of your content and communications will be different. This will allow competitors to define for your customers what your small business is all about, and they will probably do so in a detrimental way. Therefore branding will go a long way towards establishing your small business and what you, your employees, and your customers, expect from it.
The first thing to consider once you decide to brand your small business is your brand strategy. This means you should be thinking about how to establish the processes by which you will go about communicating and delivering your brand message to your employees and customers. These processes can include advertising, distribution channels, and how you communicate visually and verbally with potential customers. Keep in mind – you want to keep these things consistent with one another.
To define your brand, ask yourself a few simple questions:
- What will be your small business’ mission?
- What unique aspects of your goods and services do you want to communicate to the general public?
- How is that different from how potential customers view your small business at this present time, pre-branding?
Next, develop a logo. Our best advice is to keep your logo simple. You may be tempted to add unnecessary bells and whistles to your logo design. The trick is to ignore these tendencies in favor of consistency and simplicity. Remember, your logo will be on everything from stationary, business cards and outdoor signage. So design a clear, clean logo that works in all sizes. This way, your logo, and in effect your small business’ brand, will be more easily recognized and remembered by potential customers.
Though, on the flip-side of that coin, you also need to avoid making your logo or other branding variables too vague as well. Branding elements that reveal nothing about your small business and its goods and services won’t get you new customers. Make your branding clean, simple, and unique – and you’ll be well on your way towards creating a consistent foundation for communicating your small business’ mission.
The main goal in branding your small business is to build and maintain long-term awareness and relationships with your customers. Cultivate trust by creating an authentic voice for your small business’ brand. Clearly outline what exactly your small business can provide customers and this will create reasonable expectations and avoid broken promises. Obviously, speaking in a clear consistent voice with all customers will aid you in this endeavor.
There are several other steps you should take in order to create a solid small business brand. Integrate your brand into every facet of your small business. The way your employees answer phones and respond to customers online, your salesperson dress code, your emails, and the layout of your brick-and-mortar location – everything will feed into how you are communicating and demonstrating your small business’ brand to the outside world.
You should also focus on the development of a tagline, design templates, and create brand standards for your marketing materials. All the work you wish to put into the creation of your small business’ brand should feed into the goal of making it as impressive as you can. Compel potential customers to take notice of your brand and keep coming back for more of your goods and services.
Make your brand unique, evocative, and memorable. This will reassure the public that your small business was the right place to come to for their specific niche need. If you keep in mind all of these branding techniques, your small business will have a rock solid head start in the quest to make a name for itself.