Your brand is what your customer thinks of you based on a sum of experiences, actions, and messaging. A strong brand is recognized without so much as the name of the brand presence.
Having a clear understanding of the brand makes decision-making easier behind the scenes, and also builds customer trust and excitement. Small business branding is tricky since it is usually done without professional guidance and large sums of branding dollars.
In this guide, we’ll reveal our top five branding tips for startups. Keep reading to understand the importance of branding in customer acquisition and retention.
1. Consistency Is Key
This is the number one rule for branding. Everything about your brand needs to be consistent. This is why branding is referred to as a series of decisions.
The colorways you use, your photography, the style of your products, and the language you choose influence startup branding.
2. Define Your Visual Identity
Your brand’s visual identity creates an emotional connection with customers. It is the way you communicate your brand via visual mediums. For example, are you a moody, edgy beauty brand with minimalist photography and sleek packaging? Or are you the playful beauty brand with smiling faces, emojis, and color-blocking?
In sticking to rule number one, don’t be both.
It’s ok that your visual identity evolves with new products, but should be definable and consistent. The tangible aspects of your brand like product and packaging play a huge role here. View here for more on packaging development.
3. Create Something Obsessive
Some of the world’s most famous brands are built on this idea of obsession. Think Coca-Cola, Apple, Nike, and Glossier. These brands delivered something that couldn’t be found anywhere else.
This obsession is driven by marketing tactics and delivering a unique customer experience online and offline.
4. Decisions Define Brands
The decisions your business takes on all fronts define and refine your brand voice.
For example, if you choose to support a certain charity, such as tree sponsorship, that is your brand saying “We care about the environment.” This would make sense for an indie brand that uses sustainable fibers.
But if a fast-fashion brand started sponsoring trees, that could create hypocritical conflict and make them lose customer trust despite taking positive action.
5. Brands Take Time and Evolve
The greatest misconception with small business branding is that you’ll get it right off the bat. This should be true for brands that start with massive venture capital and can work with branding agencies for thousands of dollars. These brands work with agencies months before launching and thus are exposed to the world in a picture-perfect “we know who we are” way.
However, branding for startups with limited resources is different. It is very much trial and error. It is important for smaller businesses with limited budgets not to compare their branding to those with millions of dollars or heritage standing.
Follow These Small Business Branding Strategies for Awareness and Growth!
Small business branding doesn’t happen overnight. But if you define your identity, create something obsession-worthy, and make brand-led decisions- then with time and consistency your brand will become untouchable.
For more business tips, read the rest of our blog!
