Hints & Tips On Small Business Branding

In today’s competitive market, understanding the concept of small business branding is a vital tool for long-term success. Building a strong brand can set you apart from your competitors, attract new customers and build a loyal customer base. Read our comprehensive guide…

Published research has shown that consumers automatically make a link with a particular brand and its logo. Nearly three-quarters (73%) of consumers are more likely to trust and buy from a brand that they know, with the average person needing to see a logo between five and seven times before they remember the brand. The iconic Coca-Cola logo is recognised by 94% of the world’s population.

So how can a small business, with its limited budget and resources, create a brand identity and develop effective brand guidelines?

Defining Your Brand Identity

The term ‘brand identity’ refers to the collection of elements that represent and differentiate your business. A crucial part of this is defining your brand story, which goes beyond just the origin of your business to explain how your brand relates to people and why it exists. It includes more than just your logo, encompassing your colour palette, typography, messaging, and the overall aesthetic of your brand. In practical terms, small business branding can be reflected in the design and quality of your workwear, the functionality of your website, the consistency of your marketing materials, the professionalism of your employees, and the overall customer experience.

Here is how corporate workwear can reinforce your brand identity:

Professionalism: a cohesive brand identity conveys professionalism and builds trust with your clients. High-quality, branded workwear can enhance your corporate image, making buyers more likely to choose your products.
Recognition: consistent branding helps your business become more recognisable. When clients see your logo and high-quality workwear, they should immediately think of your business.
Teamwork: branded workwear can foster a sense of pride and unity among employees. When they wear uniforms that reflect a strong brand identity, they feel like they are part of a professional organisation.
USP: a distinct brand identity sets you apart, highlighting your unique selling points (USP) and making it clear why clients should choose your business over others.

Building Your Brand Assets

Your brand is like a house; it requires strong foundations. Start with the mission and vision of your business, including its purpose and long-term goals. Add your values (the principles that guide your decisions), USPs and then your brand personality. For example, if your business was a person, how would you describe it? Is it reliable, innovative, stylish or practical? A strong brand strategy is essential for developing long-term plans that convey your brand mission, solve customer problems, and differentiate your brand from competitors.

You might want to conduct market research to identify the needs and preferences of your target audience. Understand their industry sectors and their individual needs and challenges. Tailor your brand identity to align with their expectations and requirements. Implementing effective branding ideas can help create a unique and memorable brand identity, making your business stand out.

Once you have done the groundwork of your small business branding, you are now ready to create a visual identity. This will reflect your brand’s personality and values. This includes a distinctive and professional logo that can be easily recognised and a colour scheme that conveys the right message and emotion. Research has shown that the most common colour used in logos is blue, including around 40% of Fortune 500 companies, as it can signify trust and reliability, while black is linked with sophistication.

Choose typography or fonts that are easily legible and align with your brand personality. For example, do you prefer clean, modern, fun or handwritten styles? You will also need to design alternate logo sizes (e.g. square or small) for different uses, ensuring the look remains consistent.

Finally, some brands incorporate imagery into their branding, such as products or mascots, and these require careful thought so they resonate with your target audience.

The Power Of Branded Corporate Wear In Small Business Branding

Once you have created your logo and colour palette, it is important to display your branding on your signs, vehicles and corporate workwear. When employees wear a company uniform, they essentially become walking advertisements. This constant exposure to the brand logo helps people become familiar with the company and its offerings. This is a key aspect of brand marketing, as it builds awareness about your products or services and connects your brand values to the right audience.

Branded corporate clothing can cultivate a sense of professionalism and credibility for a business. A polished appearance instils trust in clients and potential partners and, as previously mentioned, cultivates a sense of team spirit among employees. An effective marketing strategy ensures that your brand message is consistent and authentic across all marketing communications.

Messaging on branded workwear can go beyond just logos, as you can also incorporate slogans and other visual design elements that reflect your company values. Why Partner With Us As Your Branding Partner? Craft your brand voice and messaging. The next step on the small business branding journey is to develop a consistent voice and messaging strategy. Key elements include a tagline – a succinct and memorable phrase that encapsulates your brand essence. Define key messages you want to communicate about your brand and products, e.g., those built in Britain, lifetime guarantee, local professionals, etc.

From call answering scripts to your email signature, your messaging needs to be consistent across your entire operation. Think about your tone of voice and the style in which you communicate with your audience, whether it’s formal, friendly or authoritative. Ensure your new branding is used everywhere, including corporate clothing, marketing materials, sales brochures, business cards, website and social media.

Your branding should also be reflected in your customer service, so train your team to embody your brand values in their interactions with clients. Common small business branding mistakes When undertaking a small business branding project, several common mistakes can lessen the impact of your efforts. Firstly, avoid inconsistent use of branding elements as they weaken your identity. Maintain uniformity across all touchpoints.

Engagement with customers can be used as a tool to drive improvements by using feedback to refine products and services as client needs change. Ignore feedback at your peril. Keep your messaging clear and straightforward, by steering clear of complex terms or industry jargon – focus on what matters most to your clients.

Ensure that your website and social media accounts are up to scratch. In today’s digital age, a strong online presence is crucial, so invest in a professional website and engage actively on social media.

Need help with small business branding?

If you want to set your company apart from the competition, a strong brand identity is vital for building a reputation for professionalism. Your brand identity can create a lasting impression, cultivating customer loyalty and ultimately driving business success.

If you are starting your small business branding journey, you will need the help of an established corporate branding partner. Here at Positive Branding, we offer quick quotes, expert advice, quality service and a price-match policy. To find out more, contact us today.