Branding Basics for Small Business

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Branding Basics for Small Business

A brand is more than a few words and a symbol. For a business it forms a whole identity and informs every single item of communication. Your branding should be strong enough to instantly convey a sense of what sets your business apart from the rest, and ought to enable your customers and clients to understand who you are and what you do. Here are the branding basics that every small business should learn to master…

1. Identify your target audience

To develop an original and recognisable identity, you need to start by defining your target audience or niche market and make sure your branding speaks directly to them. If you want to engage with young professionals, you need to make sure it has the characteristics of successful millennial brands. If your market is the local high street, you need to make sure you speak to mothers, shoppers and residents in your area. Getting the tone wrong for your audience can mean your most engaging offers and marketing messages aren’t being heard.

2. Concentrate on quality; don’t rush it

To develop an original and recognisable identity, you need to start by defining your target audience or niche market and make sure your branding speaks directly to them. If you want to engage with young professionals, you need to make sure it has the characteristics of successful millennial brands. If your market is the local high street, you need to make sure you speak to mothers, shoppers and residents in your area. Getting the tone wrong for your audience can mean your most engaging offers and marketing messages aren’t being heard.

3. Look at the business as a whole

Branding is more than a simple logo—it is the projection of the business as a whole and should be carried across every touchpoint with your customers. Get the opinions of those you trust when deciding on a company logo and seek design professionals to realise your ideas. You should make sure that the character and personality that you invest into your business (the things that make it unique) are expressed correctly.

4. Set production budgets to get the best quality you can

When it comes to the application of the branding, there is no substitute for quality. Don’t skimp on your design or production budget—find the best designers and printers that you can afford. Designers are professional problem solvers and will know how to create a great-looking business card or brochure for any budget using their skills and experience of design techniques and materials. Some of our most successful projects have been delivered on the most challenging budgets. That’s the pleasure of our work, and good ideas will always show in the finished product.

Want to learn more?

If you would like to set your business branding apart from the competition in a busy marketplace, drop us a line or give us a call. We’re always happy to have a chat.

To help you get started, you can download a free copy of our brand identity development guide by filling out the form below.