It’s easy to think brands are for large corporations like Apple, Target or Whole Foods. But creating an identity is even more important if you’re a small business. Branding your business helps give your business its unique personality from the way content looks and feels, to how it sounds and resonates. A well-designed logo, website and ad campaign is critical for customer loyalty and higher sales.
When coming up with a brand that feels right for your company, think about the core attributes you want to be known for. Are you the cutting-edge trailblazer in the industry? Or the experienced reliable one? Is your product the high-cost, high-quality option or the low cost, high-value option? You have to find your niche. Trying to be all things to all people can lead to a brand that is an unfocused hot mess.
Once you have the qualities you want to be associated with it’s time to think about what that looks like.
Your logo should clearly reflect your mission and goals. Let’s say your company is selling an exclusive, high-quality product and your brand attributes are professional, elegant, and simplicity. What is the color for professional? How can fonts convey elegance? What images demonstrate simplicity?
It’s important to be consistent in your marketing material. Brand standards and design templates can help you achieve that. A style guide will ensure every person working with your brand is on the same page with colors, fonts, and visuals.
A good way of coming up with a tagline is to describe what you do in a few sentences and then trim the words to focus on the unique value that your business offers. Effective taglines are short, sweet and to the point.
Brand voice is an essential part of branding your business. When creating a voice for your company think of your target audience. Are you appealing to millennials? Be conversational. Are you appealing to the corporate type? Be more formal. This voice should be applied to all written communication online and off.
Your website is your base and a critical element of your online presence. It’s the first impression most customers will have with your brand. Because of this, you want your first impression to be the best it can be. Make sure to incorporate your logo, style guide, tagline, and voice.
As these details are addressed you’ll quickly bring your brand to life and set your company apart from the competition. Branding your business will help shape your company into something well-positioned for both present and future success.