As the competition increases in the digital world, small businesses and startups need to build strong brands. This can make it easier for consumers to differentiate a business from its competitors and identify its products or services. When people recognize a brand, they tend to make their purchasing decisions quickly and return later on as well. According to a report, 46 percent of consumers prefer to buy from familiar businesses.
This means that you need to focus on building trust and creating recognition. With an effective branding strategy, you can reach out to your target audience in a short time and boost awareness about your products and services.
To simplify this for you, I’ll be discussing a few major steps that you can take to create successful branding for a small business.
1. Establish A Mission or Purpose
It’s the first step toward building an impressive brand strategy. Before anything else, you should clarify the purpose or mission of the business. Think about why you have established a platform and how it can help solve problems for consumers. Consider asking questions such as:
- Where does your business stand in the market?
- What is the unique factor of your brand?
- How do you want the audience to perceive your business?
- Why should consumers buy your products over the competitors?
This can help you highlight a brand's purpose or mission. Once you find the answers to such questions, you will be able to define the core message and connect with potential customers easily. Brainstorm solutions or ideas that help people make the right purchasing decision. In the end, it's important to focus on conveying values that bring out positive feelings.
2. Invest in Visual Brand Elements
If you think about it, visual elements such as a logo design, colors, or typography draw the attention of viewers immediately. Most people will likely notice these on your website, social media pages, or packaging and form an opinion about your business. So it is essential to invest in creating visual brand elements that represent your brand accurately and make a good impression on the audience as well. The logo, for instance, will be featured across different print and digital mediums.
You can browse for online platforms that could help you design a business logo. Use your logo to customize the brand colors and font styles to create a unique icon that can immediately tell potential customers what they can find with your business. When you are looking to create successful branding for a small business, it’s a good idea to research color psychology and understand the meaning of shapes too.
This can help you narrow down a scheme and palette that sends out a powerful message. Similarly, you could choose shapes or objects that reflect your industry or niche and create the right perception in the minds of consumers.
3. Create a Voice
Your brand voice can help you communicate with potential customers effectively. It's how you interact with them on digital channels such as social media networks, blogs, and emails. To create successful branding for a small business, you need to build your brand voice or tone from the beginning. Think of the way you want your audience to react when you are talking to them. List a few adjectives or traits that can be associated with the brand.
For example, do you want to appear friendly and approachable or informative and technical? Nike is one brand that has managed to engage its audience globally with a motivational and inspiring brand voice. It has built that through promotional campaigns in print, video and social media engagement. You should also pay attention to creating a voice or tone that is relevant to your industry and connects with the consumers immediately.
4. Tell an Engaging Brand Story
This is a good way to showcase your unique factor and earn customer loyalty too. Since people have a lot of choices today, they are likely to buy from a small business that has an inspiring story to tell. An engaging one can make a lasting impression on potential customers and convince them to buy from a brand. With a brand story, you can build an emotional connection with people in a short time.
It's also a good way to showcase the core value of your business. You can incorporate a short video within the website that tells people about how the brand was created and the ways it can solve a real problem for them.
5. Build an Online Community
With digitalization, it has become a lot easier for businesses and brands to form and maintain their communities. Creating an online community is a good way to create successful branding for a small business. It can help you gain higher visibility with user-generated content and get positive reviews from customers as well.
You could build a following on networks such as Twitter, Instagram and Facebook. By posting appealing visuals, polls or surveys, you can boost engagement and convince people to share or recommend your business to their family and friends too. It's also a good idea to create blog posts and articles that have valuable insights or information.
This can highlight your brand voice and create awareness among the target audience. Valuable content can help you establish a strong digital presence in a short time. If you update your website blog regularly and produce unique posts, then you could boost its ranking in search engine results. This results in more organic traffic to the web page and increased recognition.
6. Maintain Consistency Across Platforms
It's another step that you need to follow to create successful branding for a small business. You should maintain a consistent voice across all print and digital platforms so it's easier for people to recognize the brand. The visual elements also need to be similar on the website, social media accounts, and print materials such as merchandise or stationery.
This can help you maintain consistency and avoid any confusion. Create your brand guidelines that define how the icon, colors and fonts will appear on various mediums. Whether you are working with an agency, professional designer, or in-house team, a clear brief or guidelines will make it easier to establish brand consistency.
7. Provide Value to Consumers
If you think about it, customer or user experience comes before anything else. This plays a very important role in successful branding. You need to provide value to the audience and offer a good experience as well. It can help people differentiate your business from competitors. Let’s begin with the website which is the first thing that potential customers are likely to visit or look for. It should be responsive, and interactive and convey the relevant information instantly.
Global companies like Symmetry in Pakistan, Britana in the Philippines, and Dragon Social in China are helping businesses transform customer experience and create a positive perception of brands. If you are in the eCommerce industry, you have to follow similar trends of digital transformation. You should also launch an app to make it easier for consumers to shop online. Reach out to people on social media and respond to queries in a short time.
These are some of the key steps that you can follow to create successful branding for a small business. Set your business goals in the beginning and start working on a marketing and promotional strategy to gain visibility. Create visual elements or assets to connect with the target audience and help them identify your brand. Design a modern website that shows what you have to offer and creates familiarity with new consumers.