Business branding is a way of creating an identity for your company. It’s what sets your business apart from your competitors, what creates recall for consumer, and, eventually, a part of what makes you money. A lot of small business owners will say, “My brand is we get the job the done, that should be enough,” but, guess what, that’s what every other business who does the same thing you do is saying too. Therefore, that’s not enough.
Nowadays, branding isn’t just for big corporations anymore. Having your own brand that people associate with you is just as important to small businesses as it is to companies like Apple, Google, and the like. A strong branding is more than just a logo and a catchy tagline, it’s embodying and exemplifying who you want to be perceived as a company. This can be communicated through how you deal with customers, your core values as a company, or how your product relates to your everyday consumer.
Having a brand isn’t a choice, either. Small businesses develop a brand whether they intend to or not. With that said, why not embrace the brand and use it to connect to your market?
There are several ways to build a successful brand that delivers and, contrary to popular belief, this doesn’t actually need to break the bank.
- Personify your brand
The best practice when trying to identify your brand is by thinking of it as a person. From an advertising perspective, people relate to people. Give it a personality, some companies even go as far as giving it its own back story. The idea behind this is to have a deep understanding of your brand and be able to find your company voice that is unique to your business alone.
- Get to know your audience
Your target market is a big part of what your brand turns out to be. The biggest driving force in organically creating your brand should be this: Will this connect with my target audience? In order for you and your business to do that, it’s imperative to get Io know the people you are aim your product or service at. Consumer behavior is a tricky thing, something that requires a deeper understanding of what drives them to purchase is needed in order to use this information to your advantage.
- Create something unique and straightforward
Once the company identity has been set, it’s important to carefully build a creative, straight to the point, and marketable brand from it. What makes your business different? What’s the most interesting part of your small business story? What is the overall goal of your product or service? Use these questions to come up with a solid brand, along with campaigns and taglines.
The most important step in building your own small business brand: implementing it. In order to use your brand to enhance traffic in sales, customers need to be made aware of it. Run social media campaigns, include your new logo and tagline in all your collateral, and be consistent with all of it. Consistency builds recall and recall will get you sales.