How to Establish a Brand for Your Small Businesses

It is crucial to differentiate your small business from competitors, especially with 30.2 million small businesses operating in the United States alone. But don’t let that statistic convince you to throw in the towel. Differentiating your small business can be done by simply building a brand identity. Establishing a familiar, loved brand is one of the best things you can do for your small business and we’ll walk you through how to do it.

An exceptional example of branding is the world-renowned Coca-Cola Company. According to Business Insider, the Coca-Cola brand is recognized by 94% of the world’s population. But the soft drink company didn’t achieve its success because of a great product or unique logo.

Think about it: when you see the Coca-Cola script logo, what comes to mind? A feeling. The joy you felt while sharing an ice-cold Coke with a special friend or family member; the giddiness of seeing a bottle with your name literally on it. Coca-Cola has spent over 120 years building its brand around a feeling that knows no boundaries, earning consumer loyalty.


Establishing Your Small Business Brand


First, create your brand’s face. Your logo is part of your overall visual identity. Take the time to thoughtfully and purposefully map out your brand’s unique personality and message to curate an effective logo that will speak to consumers.

Consider things like the colors involved. Did you know that different colors actually have an influence on the psychology of the consumer? For example, red can create a sense of urgency, and yellow connects with a youthful audience. Your logo won’t always be displayed in color though, so make sure it looks good in black and white.

Remember, your small business’ logo is your first impression to consumers, so make sure you are well represented.

Next, establish your brand’s voice. If you have already written them, now is the time to review your company’s values, mission statement, company handbook and any other external or internal facing content. If you haven’t already created these items, you can apply the voice you establish to the content when you write it. Ask yourself, “What is the reason my company exists?” And, “What tone do I want to have with my audience: witty, educational, sarcastic, or something else?” This exercise can serve as a brand guide for external and internal messaging.

Once you’ve identified those key components, pinpoint your audience types to determine exactly which space you occupy in your market. This will help you identify the appropriate tone and language for your brand.


Stay Consistent With Your Brand’s Messaging to Build Loyalty


Once your brand’s face and voice are established, determine which marketing outlets and social media platforms are most appropriate for your target audience. Establish a solid marketing strategy and maintain your messaging.

Consistency builds credibility and trust with your audience, which in turn will forge loyal relationships with your customers by providing them with a genuine, steady experience across every touchpoint.

Loyalty goes a long way with consumers nowadays—a recent study showed that a whopping 90% of consumers reported being brand-loyal. Jeff Bezos said it best, “Your brand is what other people say about you when you’re not in the room.”


PointA Knows Branding

Are you ready to really establish your brand? At PointA, we can make sure your small business is set up for success – and consistency – so your business’ personality shines. Reach out today.

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