The importance of branding for small businesses.
Branding is considered one of the essential aspects of all types of businesses. It does not matter if it is a small, medium, or large company. Having good branding gives you a significant advantage in highly competitive markets. The important thing is to understand what branding means and how it can affect a small business like yours.
So that you can understand it roughly, branding shows a client the promise you are making. Branding informs customers what they can expect from your products or services. In the same way, it tells customers how your product differs from that of competitors. Your brand is a derivation of who you are, what you are going to become, and how people perceive you.
A good analogy to make with branding is when two people fall in love. Branding will make your customers fall in love with your message regarding your business.
A strong brand inspires customer loyalty and support for your business. It can protect your products’ prices when your competition decides to provide special discounts at strategic times.
Your brand will give you, in the same way, the perfect platform from which you can expand your offer.
Tips To Make Your Branding Awesome So You Attract Qualified Customers And Achieve Your Goals.
Now I’m going to provide you with a series of tips that will make your brand look magnificent with which you can attract potential customers and achieve your goals:
Determine your audience before branding your business.
This applies to all marketing processes. The main thing is always to determine who is your target audience. For example, if you want to market products to people between 60 and 75 years old, both men and women, you will need to use a somewhat conservative message and use many visual elements. It becomes much easier to develop your branding when you contact the type of tone, culture, and voice of your audience.
When branding for small businesses starts small.
When starting your new small business, it’s okay to start small when it comes to the branding process. Initially, you must define your mission, vision, and the guidelines of your brand. To create your business’s foundation, you must establish who you are and where you are going with it, so I recommend not skipping this step.
How to write the best Mission Statement?
The Mission Statement represents the here and now of your business. An effective way to create a good Mission Statement is by asking yourself the following questions:
- What problems does your small business solves for its customers?
- What is the impact that your business has on your employees?
- What does your business do for its owners?
- How does your business affect the surrounding community?
- What benefits does your business provide to the world?
Once you can answer these questions, you can create your mission statement, putting together three to six sentences.
How to write the best Vision Statement?
You must bear in mind that your Vision Statement must refer to the future. It translates into the benefits that your business wants to give people. An effective way to create a good Vision Statement is by asking yourself the following questions:
- What is the impact that your business wants to achieve in the community?
- How does my small business interact with customers?
- What is the business culture?
How to create the Guiding Principles of your business?
You must understand the Guiding Principles of your business as the creed of your company. It is the essence that represents it. Here the reader is explained why integrity is a word that describes your business. For example, you can say that being honest with your customers represents something fundamentally of your business.
Involve key decision-makers when developing your company’s brand.
You must designate the primary decision-makers of your company to carry out the branding process.
If you assign many people to this task, you will not achieve the final objective of the branding process. You must designate a maximum of two people in charge of doing this. Failure to do so implies that a decision pattern cannot be made.
What you can do to involve more employees in this process is to ask their opinion. When looking to get results based on creativity, brainstorming helps a lot.
Remember that having a team leader is vital to achieving a successful result in the branding development process.
Stay True When Branding Your Business.
You must stay true to yourself whenever you brand your business. Just because you want to be something specific doesn’t mean you are. That is why it is essential to stay true to yourself when branding your company. It is essential to develop your guiding principles to make the process of identifying your brand much easier and, at the same time, stay true to it.
Hire a brand designer for your business.
The creation of brands for companies is considered an art. That is why it is sometimes convenient to hire a branding designer. There are also branding agencies that are exclusively dedicated to doing this type of work. Ultimately, you can hire an employee who specializes in corporate branding.
A good all brand designer will develop the visual styles that a company requires to develop its brand. Here is included the creation of the company logo, the font, and the colors to use. These designers will present you with at least five options so you can choose the one you like the most.
A vital suggestion for translating your vision for a design is to create what is known as a mood board. This mood board includes typography, logos, colored visual fragments, and photos that can be used to develop the brand. You can look for inspiration from other people or brands. These elements will serve the brand designer that you will hire to understand the feeling you want to project with your brand.
Make a branding style guide for your content.
Once you have done your visual and editing guides for your brand, it’s time to make a brand style guide. This document is known as the brand’s bible or the brand’s book. This document brings together everything related to message requirements and visual requirements and turns them into a brand document with life.
Creating this type of document can take time. The advantage is that once you have it ready, you can provide it to your new employees, freelancers so that they can better understand the brand and help you with the task assigned to them. This document is vital for small businesses, so I suggest you do not stop developing it.
Enforce the use of your brand style guide among your employees.
Doing good branding for small businesses is as important as doing it for larger businesses. The reason is that your business is competing with other types of businesses that are possibly more than small businesses.
When you are starting your small business, you are struggling to run it. You do this by building a fan base. That is why your branding must be easy to identify, as well as consistent.
Based on this, you should make each of your employees wear the style you created for your brand. For each post you make on your social media accounts, use your editorial style guide and the visual elements you defined.
It is recommended that when you hire influencers, you provide them with your brand book in such a way that they can understand your business much more and project everything you defined in the message they are going to transmit. You can also provide it to your affiliates so that they also use it when they transmit promotions.
Use it so that you can guide yourself in everything you do about your business. If you achieve this, you will achieve that everyone related in any way with your business will transmit all your brand elements in all the channels where they publish content. Customers will always know that you are the one behind everything they see, regardless of whether another person or entity transmitted the message.
Make a press kit when rating your business.
You must create what is known as a press kit when developing the brand for your business. The press kit ensures that every blogger or publicist who references or uses your content represents your business appropriately and accurately. A press kit should include the following:
- Logos in PNG format.
- A small biography of your business and of each of the products you sell.
- A press contact: represents the person who can be contacted to request additional information.
- Photos of your business, as well as your employees and products.
- Facts about your company.
The press kit is crucial to your brand development process. The reason is that when you build your links, you want what the press says is true.
Create a nuanced brand for each marketing channel.
Tone and voice represent an essential part when it comes to branding your business. As you grow your business, your small business branding must grow as well. This means that you must create a guideline for each marketing channel.
Create guidelines for all social media channels where you participate, every piece of content you write, every email you write, and every video you shoot. An excellent example of this is the tone you use on Instagram compared to the tone you use on LinkedIn. On Instagram, it should be more casual.
For example, for videos, you can have a specific tone of voice and speed as you say things. In these small aspects, your brand should be reflected.
Use the brand in user-generated hashtags and contests.
One of the most complicated parts of branding for small businesses is when it comes to customers. Anyway, it is something you can achieve. To get your main clientele and your social media followers to promote your brand, guide them in the right direction.
You can achieve this by creating specific hashtags of your brand that reflect it as it is. You have used branded hashtags so that you can reflect the tone and voice of your brand. You have to get your audience ready for success if you want to use them to reinforce your brand.
If you want to rebrand your small business, test your concepts first.
In case you are not a person who is starting your business from scratch, you may be a small business owner trying to remake her brand. This may be the time to remake your brand, but it may not.
Use social media to test your messages and visuals. Analyze if the social network users where you post interact more with your content now than before. You can include your audience in the rebranding process. You can make a meeting, for example, and ask them what they think of your new logo.
It is also essential that you discover if you need to do a total rebrand or make a few small adjustments. If you have an outdated aesthetic website, new competition, or a new demographic, for example, it might be time for you to rebrand.
You may only need to make minor adjustments to your editorial style guide without changing the visuals. You can make sure that the brand where you operate needs a change in your brand before you invest time and money.