Branding is a core element of any company’s marketing efforts, yet many small business owners put too little thought into branding and don’t adhere to a consistent branding style. Establishing a strong brand identity can make your business stand out online, and it’s not as difficult as you may think. Here are a few easy steps to creating a brand identity for your small business.
Brand identity includes logos, typography, colors, packaging, and messaging, and it complements and reinforces the existing reputation of a brand. Brand identity attracts new customers to a brand while making existing customers feel at home and familiar with your small business.
The first step to creating brand identity is to understand what your brand really is. Were do you stand in the marketplace? Who is your customer? Who are your competitors? If these questions sound familiar, you’ve likely created a marketing strategy that includes some of these very questions. Use that marketing strategy to help guide your concept of your brand.
Yes, we’re talking about your unique value proposition: what is it? What makes your small business brand different than the others out there? Remember, you want your brand identity to stand out, clearly define who you are, and showcase those unique attributes to your potential and existing clients. Your unique value proposition is what makes your company competitive, so don’t glaze over this step. Here are four easy steps to determine your UVP:
You’ve decided who you are, what you’re good at, what makes you different, and all your creatives support that company vibe. Well done! The next step is to apply those creatives to your marketing efforts. From your social media channels to your website to your guest blog submissions, apply those creatives. Start with your website. Make sure your website content reflects your brand identity. Use a consistent voice. Keep in mind what your UVP is. Really connect with your target audience on your website. And don’t forget the visuals of your site. Consistent colors and fonts, of course, but also the visuals overall. Images, etc. all play a part in the brand identity. Keep it consistent. Then move to social media. Voice, tone, visuals, messaging, etc. …keep it consistent with your brand. Consistent use of your logo is crucial too.
Creating a brand identity doesn’t have to be complicated, but it does take some thought and effort. If your small business needs help with creating or refreshing your brand identity, reach out to a small business marketing professional who can help you create the identity that will resonate with your target audience.
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