Whether you’re working out how to start a business or a business plan, own a new business or a small business, a marketing strategy like brand management helps many business owners succeed.
Branding is the use of a name, term, design, symbol, or other feature to identify a product or service and distinguish it from those of other producers. Branding can be applied to the entire corporate identity as well as to individual product and service names. A strong brand provides customers with a clear sense of what a company or product does, where it comes from, who owns it, and why they should care.
Regardless of how large or small your business is, branding is essential. However, small business owners often overlook its importance.
If you’re a small business owner looking to boost your branding strategy, Solopreneur Grind shares some top tips for creating a winning brand identity no matter the size of your budget.
Top Tips for incredible Brand Management
- Know your audience: One size does not fit all when it comes to branding and marketing. It is important to know who your target audience is and what needs and wants they have. This will help you create a brand that resonates with them.
- Keep it consistent: Once you have developed your brand, it is important to be consistent with it. This means using the same colors, fonts, logo, and overall look and feel across all of your marketing materials. Consistency will help customers easily recognize and remember your brand.
- Be unique: With so many businesses out there, it is important to make yours stand out from the crowd. As a small business owner, think about what makes your business unique and use that to inform your branding. This could be anything from your company’s history to its mission or values.
- Tell a story: A great brand tells a story that customers can connect with. Think about what your brand stands for and how you can communicate that through your marketing materials. A well-told story will help customers remember your brand and what it represents.
- Stay true to yourself: It is important to stay true to your brand and not try to be something you’re not. Don’t make promises you can’t keep or try to appeal to everyone. Be authentic and true to what your small business brand represents, and your customers will appreciate it.
Follow these tips and you’ll be on your way to creating a strong, memorable brand that will help your small business succeed.
How Does Branding Impact the Business and the Customer Experience?
When it comes to branding, it’s important to consider every aspect of your business, from advertising and logo design to customer communication and digital marketing. A cohesive brand identity will help you reach your target market and create a lasting impression.
However, the most important aspects to consider are:
- Visual representation
- Digital marketing
- Customer communication
- Business personality
Your customers or clients should experience cohesive branding across your entire company. The ways customers experience branding are called “branding touchpoints,” and these include:
Simple DIY Branding for Small Businesses
Branding doesn’t have to be complicated, and many small businesses choose a DIY approach.
If you’re looking to build your own brand, take these steps:
- Research target audience
- Identify competitors
- Create a slogan
- Choose the colors and fonts you’d like associated with your brand
- Design a logo online
- Identify your market position
Once you’ve taken these steps, the only thing left to do is apply your branding across all aspects of your business, including who you employ, how they communicate with customers, all marketing, and the terminology you use.
Once you’ve chosen a logo and the colors and fonts you want for your brand, it’s time to create flyers you can digitally across your preferred social media platforms and even on your website. This can be a super easy task when you use a free online flyer maker. All you have to do is choose a template, then customize it to match your business aesthetic with fonts, colors and graphics.
When it comes to online marketing, start by creating social media accounts for your business and make sure to use consistent branding across all platforms. Use the same profile photo or logo, cover photo, and bio across all channels. Post regularly, and interact with your followers to create a strong social media presence.
What Can a Branding Agency Provide?
While DIY branding is a budget-friendly option, a branding agency can provide additional services that improve your brand’s quality, especially for those looking at how to start a business. Some of the deliverables that a branding agency might offer include high-quality graphic design, brand style guides, cohesive brand identity, unique selling point identification, and digital marketing services.
Digital marketing is a vital aspect of marketing and branding in the 21st century and should not be neglected.
The benefits of digital marketing include improved client interaction, enhanced customer communication, and the possibility of greater profits. If you’re not using digital marketing to reach your target market, you’re missing out on an opportunity to connect with a larger audience.
Digital marketing services that a branding agency might offer include SEO, social media marketing, Google AdWords, and email marketing.
Reaching Your Target Market
When creating your brand, it’s important to consider your target market and what appeals to them. Conducting research on your target market will help you determine the best way to reach them. Once you have a solid understanding of your target market, you can start creating a cohesive brand identity that will make your business recognizable and memorable.
This research can include audience preferences, appropriate color palettes, customer interests, and geographical location. In addition, let’s say your target market is adults aged 40+, for example, using childish or cartoon-like imagery for your brand identity is unlikely to be appealing. The same goes for using a lot of slang or jargon – it might not be appropriate or create the right tone.
Final Thoughts on Branding Your Business
Branding is one of the most important aspects of a business model, yet it’s often overlooked by small business owners. A cohesive brand identity will help you reach your target market and create a lasting impression.
There are many ways to approach branding, but the most important thing is to be consistent across all channels. You can choose to DIY your branding or hire a branding agency to help you create a cohesive brand identity.
Whatever route you choose, make sure you research your target market, competitors, and position in the market. These insights will help you make informed decisions about your branding strategy.
Find Out More About Small Business Branding
Creating a brand for your business is one of the major keys to long-term success. When done correctly, and with a little perseverance, the efforts you put into branding will help make your business recognizable by consumers.
For more information on how to start a business with branding and marketing, including branding tips, tricks, and inspiration, explore our small business blog.
Or, if you’re looking for a professional branding agency to take your small business to the next level, contact us today.