Branding for Small Businesses

Branding is essential for every small business — it controls the company's identity. While brands are often reduced to visual elements, such as logos, they actually encompass a wide variety of factors. When you approach brand-building from all angles, it's easier to create a compelling customer experience.

What Is Branding?

Branding is the way you shape your company's image to create a positive, consistent perception. Your brand includes:

• Visual elements. Logos, signature colors, fonts, image styles, and graphic design style are the most visible parts of your brand.

• Mission, vision, and values. These pieces communicate your company's purpose and define how you do business. 

• Messaging. The way you speak and write about your company affects your brand. This includes marketing copy, tag lines, and customer service calls.

• Experiential elements. These factors affect how customers interact with your brand. They might include your jingle, signature store scent, payment processing system, or the attitude of workers.

Why Does Branding Matter?

Your brand affects every part of the customer experience. A successful brand can:

• Connect with potential customers

• Improve brand recognition

• Help your business stand out from competitors

• Give customers a reason to come back

• Guide employee behavior and decisions

Branding is most effective when it's consistent. The more customers are exposed to the same elements and experiences, the stronger your relationship becomes.

Using Your Brand To Connect With Your Target Market

Powerful brands aren't generic — they're designed to resonate with a specific group of people. Each element of your brand should match the needs and preferences of your target market. If you're running a youth clothing store, for example, you don't want a corporate-style logo and a formal in-store vibe.

To build an effective brand, you must first have a deep understanding of your ideal customer. Use market research to identify their:

• Socioeconomic status

• Preferred purchasing style

• Interests and values

• Demographic information

• Education

• Preferred social media platforms

Branding: DIY vs. Hiring a Professional

Building a brand can feel overwhelming, especially when you have limited time and money. Save money with a few DIY projects:

• Market research

• Mission, vision, and values

• Defining your brand personality

• Writing website and advertising copy

• Writing slogans and taglines

Some elements of a brand are so visible and crucial to the customer experience, they merit the help of a professional:

• Logo design

• Website design and development

• Online ordering system

• Interior design

• Graphic design

Graphic design and website design are two areas best left to the pros — they're pivotal to the way customers see your company. There's a reason big corporations spend tens of thousands of dollars on a deceptively simple logo.

When it's time to review concepts, designers often email you JPGs. These files can be big, but traditional JPG compression can result in a loss of quality that makes it difficult to see details. A JPG to PDF converter is a better solution; your designer can even add multiple JPGs to a single PDF file for easy emailing and approval.

Building a Long-Lasting Brand

A powerful brand consists of visuals, messaging, and experiential elements that connect with your target customers on a deep level. Done well, it can help your company thrive in the long term.

For ideas and advice from successful brand owners, join your local chamber of commerce.