Don’t ignore branding because you think it is just for the Nike and Coca Colas of the world, small businesses will benefit enormously from taking the time to do it right. It will help create trust in your company, increase recognition, support advertising efforts, and inspire your crew to really feel they are part of the company.
Who is Your Audience? Really take the time and develop a list of who your customers are. Think like a detective on this one – what is their age demographic, where do they live, how much income do they have? what education level do they have? where do they shop? What brands do they love? What can you provide that solves their problems?
What’s the Competition Doing? Research other companies in your industry and see what you can offer to set yourself apart. What are they doing right? What would you change? Make a list of what you have to offer.
What’s in a Name? Consider your customer – do you appeal to a crowd that will shop somewhere with a cool and catchy name or are you providing an essential service that should be evident to prospective clients immediately?
Creating your Logo and Tagline. Not a graphic designer? Then hire one for this. Your logo should embody the business and spirit of your company. Choose a colour palette that you can run across all of your marketing. Your logo should be memorable but simple. You want this to stick in the head of potential clients so you are easy to find. Same with your tagline – it should embody the spirit of your company and be concise.
Finding your Voice. Your small business should have consistent messaging right across the board from your mission statement to any email marketing, signage, pamphlets, and website to your social media platforms and posts. Slogans, taglines, ad copy, standard messaging, colours and key words can all be organized early so that everyone is on board with the voice of the company.
Take the time to do some branding exercises to really hone in on who your company is. Branding will help create trust in your company, increase recognition, support advertising efforts, and inspire your crew to really feel they are part of the company.
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