A Complete Guide To Branding For Small Business

Branding for small business isn’t as hard as you think. Try these branding tips to make your business the obvious choice regardless of price.

You probably haven’t given much thought to branding your small business. Let me just tell you something right off the bat, your business is being branded as you read this.

Customers and prospects have already given you a brand identity, the question is whether or not it agrees with what you think your business brand is.

So, if you’ve got customers complaining about price, they have no idea why they should choose you. And that’s a branding problem.

A Simple Definition of Branding for Small Business

The simplest definition of brand identity is how your customers would answer the questions “What are you committed to?” and “What can I count on you for?”

Branding for small businesses is about weaving a captivating narrative around your business. It’s about crafting an image that sticks in the minds of customers, transforming them from one-time buyers into devoted fans.

Think about brands you admire. They evoke feelings, right? Maybe it’s trust, excitement, or a sense of connection. This is the power of branding for small businesses.

This isn’t about splashing out on expensive marketing campaigns, although setting aside 12-15% of your initial investment for branding can be a game-changer. This is about crafting a brand that authentically represents your values, resonates with your ideal customers, and makes your business unforgettable.

Why Branding Matters for Small Businesses

The inherent power behind your business branding is that it creates this idea, this feeling that makes your brand their first, and often only choice when they are buying what you’re selling.

Your goal is to have this “If this, then that” connection with your ideal customer. When they want or experience “this” — they go out and get “that” — which is your product or service.

Overall, effective branding cuts through the noise. It helps you stand out in a sea of sameness and establish credibility, even if you’re a start-up. And let’s face it, consumers are bombarded with choices these days.

Better, Cheaper, Faster Marketing

The stronger your brand, the less you have to spend time and money on marketing. Again, a strong brand means that you own their “if this, then that” position.

81% of consumers say that trust is a key deciding factor in their purchasing decisions. This “if this, then that” relationship is how you know you have that trust.

This is even more important for small businesses that don’t have the same name recognition as larger businesses. You’re building trust from the ground up.

While larger brands and marketing experts talk about building up your brand story, I say the brand story you want to focus on is the one that creates that magnetic trigger purchasing choice.

To see what your “if this, then that” connection is, simply go to some of your existing (and favorite) customers and ask them any version of the following:

Why do you choose us?: They might say things like you’re convenient, or you’re close by, I like your customer service. You’ll hear all kinds of answers.
When you want X — you buy from [Insert company name]: You can also ask them to complete this sentence.

Pricing protection

No one talks about this, but a unique brand gives you the freedom to charge more than the market price because you promise more.

Investing in branding strategies and brand assets like blog posts, choosing social media platforms that support your message and the real difference you make in your ideal customer’s lives will support your brand story and make you the obvious choice for your ideal customer.

Creating a Successful Branding Strategy for Your Small Business

Now comes the fun part—actually building your brand. Let’s explore some branding ideas that can elevate your small business. From creating brand guidelines to building a brand strategy, there are many things to consider when thinking about branding for small businesses.

Do Your Research

No matter what marketing activity you are doing, the instant you feel confused or overwhelmed, the marketing process is your friend.

Always start with research. When you’re building small business branding, research is your friend.

It’s the first step in understanding exactly what your brand identity inside the context of your industry.

Here are a few steps you can take:

What problem are you solving?
Who else is offering a solution to this problem? Do a Google search, see who comes up, compare them. What do they do the same, what do they do differently?
What’s the gap in the industry.

Understanding Your Audience (Yes, Really Understanding Them)

It’s tempting to jump right into logo design and catchy taglines, but resist the urge. Logos, taglines, and designs are all part of the “implementation” step of the process. In this step, you’re focusing on the customer.

Think about the last time you were really curious about someone – maybe your best friend met a new love interest, or a family member started an exciting new job.

Remember asking for all the juicy details? Get into that headspace with your best clients. How did they find you? What were their pain points?

What solutions did they seek? By understanding their needs and motivations, you can create a brand strategy that speaks directly to them and fosters a genuine connection.

Here are some steps you can take in understanding your customer to build your brand identify:

Go to some of your existing ideal customers and get to know them, their lives, who they are, what they do, and the psychological needs they fill with your product or service.
Segment or group these customers based on either the benefit they get from your product or service, or the psychological needs you meet for them.

Brand Your Offer

This is yet another step of the process that gets ignored in building brand identity. Think about it – FedEx or Dominos are old brands that have built a solid “if this, then that” relationship with their customers purely based on their OFFER.

Both of these brans have differentiated themselves by focusing on TIME – or the distribution element of the marketing mix.

One of the most powerful elements of branding for small business is choosing an element of the marketing mix and doubling down on it.

FedEx and Dominoes chose to use TIME (or Place)
L.L. Bean chose to double down on PRODUCT. They have an insane product quality guarantee.
Wal-Mart chose to double down on PRICE. This is also a function of logistics and distribution.
Nike chose to double down on PROMOTION. In this case, they’ve invested in promoting an idea.

You get the idea. As a small business, your best branding bet is to pick an element of the marketing mix where there is a gap and double down. That means you put most of your time and effort on making sure that you deliver on this one thing 100% of the time.

Choose and Develop Your Marketing Strategy

There are only three marketing strategies to choose from;

Content marketing: This strategy is all about helping your customers choose. It’s ideal for thought leaders, retailers, professionals.
Direct marketing: This strategy is all about solving a specific problem for a specific audience with a specific offer.
Advertising: This strategy is ideal for those people whose value is tied to spending one on one time with customers.

The Power of Visual Imagery

When it comes to branding for small business, everyone defaults to logos, colors, and images.

I’m not saying these aren’t important, but they are the LAST thing you should be working on.

Why? Because the images you create need to communicate your marketing message intuitively and with images. If you haven’t done the research and understand your customer or your offer and why they choose you, your images won’t make any sense.

Creating Visual Harmony

Branding is more than just a logo – it extends to all your visuals, creating a cohesive look and feel for your small business. This includes your:

Color Palette: Ever noticed that blue is often associated with trust and reliability, green with nature, or red with excitement? Understand color psychology and how it influences emotions.
Typography: You don’t want a playful, whimsical font for a law firm, do you? Just like colors, typography evokes emotions.
Imagery: A picture can make or break your message. The style and quality of your photos and graphics matter. Use high-quality images and ensure your visual content is cohesive.

Brand Voice – It’s Not What You Say, But How You Say It

Ever walked into a store and felt judged by the salesperson? Their words might have been polite enough, but their tone was off-putting. The same applies to brands.

Your brand voice reflects your values, personality, and target audience. A luxury brand might opt for a sophisticated and formal tone. In contrast, a small business targeting a younger demographic might use humor, emojis, and a more casual voice.

Once you’ve found your voice, stay consistent. Just like visual identity, this consistency in communication builds recognition and trust.

By defining your brand personality and letting it shine through your messaging, you create a distinct and relatable identity that resonates with your audience.

Building a Website that Reflects Your Brand

Think of your website as your digital storefront. In the online world, your website is often the first impression people have of your business and a central hub for everything related to your brand. When crafting or updating your website, ask yourself these questions:

Is the design consistent with my brand’s colors, typography, and imagery?
Is my brand message clear and easy to find? Does the content speak directly to my target audience and address their needs and pain points? Design by Monkeii via 99designs by Vista.
Does the overall feel of my site resonate with my brand’s personality?
If you aren’t sure how to approach web design or lack the technical know-how, don’t panic. Plenty of resources and platforms are available. Check 99designs’ guide on how to create a website if you need help with a website for your small business.

Leveraging the Power of Social Media Branding

Social media offers a powerful avenue to connect with your audience and build a strong brand presence. Think of each social media platform like attending a different type of party. Your vibe, language, and the stories you share will adapt accordingly.

Facebook is great for long-form content. Instagram? Think eye-catching visuals. LinkedIn? This is your hub for establishing your expertise and connecting with other professionals.

Remember to infuse your brand’s personality into your social interactions – ask questions, respond to comments, and use humor.

Don’t forget that people can smell inauthenticity a mile away, so resist the urge to be overly salesy or jump on every fleeting trend. Consistency matters.

Use a consistent visual identity (same logos, colors) and ensure your bio and messaging remain consistent across all your social media channels. This consistency helps reinforce your brand identity and makes it easier for people to recognize and remember you.

Business Cards – They Still Matter

In this increasingly digital world, you might assume business cards are obsolete. They’re not. A tangible reminder of a face-to-face interaction, they remain invaluable tools for small business owners.

However, there’s an art to making your card stand out from the stack. Go beyond the basics by incorporating elements of your visual identity – like using the same fonts, color palette, and high-quality printing to elevate this traditional branding element.

If designing isn’t your forte, here’s a guide from 99designs on how to design a business card that offers useful advice.

Maintaining Your Small Business Brand

Creating your brand identity is a marathon, not a sprint. And remember those trends? Stay adaptable because the branding landscape changes faster than a TikTok dance craze. Conduct regular brand audits.

Take a close look at all your branding elements – your website, content, even your brand voice, ensuring they’re up-to-date and aligned with your values and goals. The world of branding for your small business is constantly evolving.

What worked a year ago may not work today, so stay informed, embrace change, and always look for ways to enhance and evolve your brand.

Remember to Ask for Feedback

Don’t be shy about seeking feedback from those who matter – your customers. After all, businesses experience a sales boost of over 20% when presenting their brand consistently. They’re the ultimate judges.

Send out surveys, use social media polls, or ask for direct input on how they perceive your business. Encourage them to leave reviews. It’s invaluable to know what resonates with your target audience and what areas might need tweaking.

Conclusion

Branding for small businesses isn’t an extravagance; it’s a crucial investment in your future success. You’re creating an identity that helps you cut through the clutter. A strong brand attracts customers, builds trust, and ultimately fuels growth.

FAQs about branding for small businesses

How much does it cost to build a brand?

The biggest cost of building your brand is in your time. Researching your market, ideal customer, and offer are the most important elements.

Getting to this information requires your time and effort in talking to customers, evaluating the competition, and identifying a solid gap that’s missing.

If you’ve done all this work, you’ll find that developing your logos and images will be much cheaper and easier. You can literally do it for nothing. Once you’ve tweaked what you’ve created, you can invest a couple thousand dollars in developing a style guide that you can distribute to your team.

What are the 5 C’s of branding?

The 5 C’s provide a helpful framework for developing a solid branding strategy. Consider these aspects:

Clarity: Are your values and mission easily understood?
Consistency: Do all elements of your brand align across different channels?
Competition: What makes you unique in your market? How do your products or services solve your customer’s problems?
Costs: What’s your budget, and where’s the best place to allocate resources?
Communication: Are you using the correct platforms and messages to connect with your audience?

What are the 4 V’s of branding?

While not as widely known as the 5 C’s, the 4 V’s are equally valuable to consider:

Value Proposition: What benefits do you provide customers?
Value: How do those benefits translate into perceived value for your audience?
Visibility: Are you using the right channels to be seen by your ideal customers? Use relevant keywords in your content and social media posts. Consider what search terms potential customers might use.
Values: What core beliefs drive your business decisions? How does your origin story reflect your values?

How much does branding cost for a small business?

While costs vary, allocating between 12% to 15% of your initial investment for branding is wise. Businesses allocate an average of 11.72% of their overall budget to marketing.

Your initial branding cost depends on your needs (like if you’ll hire a branding consultant or branding agency) and how you plan to implement your branding strategy.

Creating a website, for example, will be more costly than simply creating social media profiles. Consider using a style guide to help your branding remain consistent as you create marketing materials.

Remember, view branding as an investment with long-term returns, not just a one-off expense. And keep in mind, with almost 87% of customers steering clear of companies they deem untrustworthy, that investment might seem pretty reasonable.

These tips on branding for small business will help you