Guide to Building a Brand for Your Small Business

The world we live in today is extremely competitive. As businesses grow their customer base and increase revenue, they face more competition than ever before. To stay afloat and succeed, many brands have turned to marketing strategies that focus on developing more attachment with consumers. This has led to the rise of branding, which smart business owners are using to their advantage.

If you are looking for ways your business can stand out, then branding is the way to go. The question is, what is branding and how can you implement it flawlessly? Keep reading to learn more.

What is branding?

Branding is essentially creating a connection between your business and the people you serve. It takes time, but it’s worth it if done correctly and consistently. When consumers see or hear something that reminds them of your brand, they will feel more connected to what you have to offer. That attachment leads to increased spending because customers know who they are buying from.

Creating a strong brand takes time and can’t be done overnight. To get started, consider the following strategies:

Create a logo that is simple and memorable

A logo is the most basic branding tool, and it’s a good place to start. Your logo should be simple enough that people can remember it but unique enough that they will want to keep coming back for more.

You may also want to consider what colors you would like your logo to contain because certain color combinations evoke different feelings in consumers. Blue is often used to communicate trustworthiness, for example.

Once you’ve decided on a logo that works for your business, use it everywhere! Put the image on all of your advertisements and marketing materials so people will start recognizing it.

Create a tone and style that resonates with your target audience

Next, think about the overall “tone” or attitude you want to communicate with customers. For example, if you’re running a luxury hotel, then it makes sense for your branding materials to be elegant and sophisticated. On the other hand, an affordable restaurant might choose casual over refined when it comes to its branding.

Your branding should also reflect your target audience, which means you may need more than one tone or style for different demographics. For example, if you’re targeting millennials, then it makes sense for your website and social media presence to be on the cutting edge of technology; however, this might not work as well with seniors who don’t appreciate the latest and greatest.

Create a consistent look and feel

Once you’ve chosen your tone and style, stick to it. Consistency is critical when developing a brand identity because customers need to know what they’re getting every time they interact with your company. If the logo changes or fonts are different from page to page, then people will notice too much of a disconnect between your company and what it offers.

Most brands have a set of specific colors that are associated with their identity, so don’t be afraid to use those as well. For example, if you’re branding is blue then make sure all of your materials reflect this color choice!

Develop a unique selling proposition

Last but not least, think about how your business is different from its competitors. What makes you stand out in the marketplace? Are you offering more affordable prices than other companies in your industry? Do people love working with you because of all of the free perks and benefits included in their packages? Whatever it may be, make sure your unique selling proposition is visible throughout all of your marketing collateral.

Consider your brand’s personality

One of the best marketing strategies involves adding a bit of “personality” to your brand. Doing so makes you more relatable and human, which is why many brands choose to add a mascot or representative of sorts in their branding visuals.

For example, Nike has the swoosh symbol while Starbucks uses its iconic siren logo. These characters give people something fun to look at when they are trying to decide between different brands.

The main point is to think about what makes your brand unique and interesting so you can make the right decision when choosing a mascot or character for people to associate with.


Guest Article by McKenzie Jones

McKenzie is your typical Midwestern gal. When she is not writing or reading, she can be found training for her next half-marathon, baking something sweet, playing her guitar, or cuddling up with her golden retriever, Cooper. She loves watching football, fall weather, and long road trips.

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