Brand recognition and trust are two of the most influential factors determining whether people buy things, how often, and whether they’ll tell others about them.
Big companies have known this for years. They poured millions into advertising, making it extremely difficult for small businesses to compete with them.
Then came the internet, and it changed everything.
In the past, exposure was limited, television advertising cost a fortune, and connecting with the target audience was virtually impossible for small business owners. But in the digital marketing era, small companies no longer have to take a back seat. Below is an answer to the straightforward question, “What are the most important steps to small business branding?” but read on for more details.
To help you stay competitive, we’ll discuss some proven small business branding tips and strategies. Our tips will help your business establish your brand, gain more exposure with potential customers, and prepare for long-term growth.
Considering that most businesses are small businesses, strong branding is an essential tool. To get attention, millions of companies don’t just have to compete with big names, but also one another. Here are several reasons why branding is crucial to small business success.
Can you think of something you bought in the last week whose brand you didn’t recognize?
How about in the last month?
Probably not. That’s the power of good branding, and small businesses need it the most. As more customers recognize your brand, you’ll establish credibility, gain their trust, and increase your conversion rates.
Strategic brand messaging also helps your company stand out and distinguish itself from others. For small businesses in constant competition, it’s important to tell each target customer what makes your brand different from the rest.
Branding efforts directly impact employees, particularly those in small businesses. As a company’s brand awareness grows, employees become more proud and willing to advocate for the organization — some may even become unofficial brand ambassadors.
It doesn’t really matter how big a company is — most people don’t like it when the brands they love change. When customers find something they like, they stick to it. And as brand recognition and customer trust grow, so does their loyalty.
The right branding strategy can establish your company’s reputation as a leader and build your brand equity. As your products or services establish value and credibility with audiences, you can leverage your brand to launch new products or offer premium pricing.
Now that you know why small business branding matters, let’s consider 13 tried and tested branding ideas to help your small business grow.
Creating a strong brand identity is about both the micro to the macro. It includes everything from choosing the right domain name, slogan, and color palette to marketing your company’s mission statement and guiding principles.
These questions can help you set specific branding goals:
Simplicity sticks, which is why some of the best brands are experts at infusing their identity into simple messaging. For example: “Just do it.” If that slogan immediately brings Nike to your mind, you’re probably getting an idea of how effective simple branding can be.
Your logo is the first thing people see. Because it helps them identify your brand in a sea of digital media, strive to make a logo that’s memorable and easy to distinguish.
But your company’s visual identity goes beyond just a logo. It’s also about the font you use, your site’s color scheme, and the overall visual appeal of your content.
Bold colors that clash are one way to go, but being memorable doesn’t always mean being loud. Softer colors and a visual style that’s more subtle can be equally provocative.
We recommend experimenting with your logo and getting some opinions about it. Go through a few iterations to get a feel for the possibilities.
Don’t be afraid to stand out and take a few risks! A unique color palette or out-of-focus logo can be effective if you do it tastefully. Being a little weird or off-beat can effectively distinguish your brand’s visual identity.
When it comes to your brand’s visual identity and messaging, all your interactions and touchpoints with your audience should be cohesive. Consistency helps your customers recognize and trust your brand.
For a cohesive visual identity, use the same colors, logos, fonts, slogans, and style guides in all your marketing materials. This includes blog posts, emails, applications, landing pages, websites, and social media.
You’ll also want to make sure your messaging is consistent. Let’s say that you position yourself as a thought leader in your industry. You can demonstrate authority by including a section in your newsletter about your market’s latest news or research. Or, if your brand promises a certain value, like quality or excitement, strategically infuse language that aligns with that in your content marketing.
The more you understand your audience, the easier it is to define your ideal customer and tailor your small business branding to them. When defining a market, conducting detailed research can help you develop an effective marketing plan. Here are various metrics to consider as you go:
Additionally, you’ll want to clearly outline your brand’s unique selling proposition. Your USP tells people how your brand will serve them. To do so:
Gone are the days of simply telling an audience what a product is or does. Today’s audiences gravitate toward compelling narratives they can connect with.
Stories are powerful. They stay with people. Whether you incorporate narratives into your blog and social media posts, email marketing, or other touchpoints with customers, storytelling is a great way of engaging and relating to your audience.
For instance, if your business operates only in one state, create a narrative focusing on exclusivity instead of limitation. You might emphasize state pride and touch on ideas that resonate with the local population. Maybe you use local materials to make your products, or perhaps you contribute to your community.
By using stories in your branding, you can convey your guiding principles and connect with people through emotional impact.
Here are two tricks to help you showcase your brand’s value and impact through branding:
When it comes to digital marketing strategy, everyone knows that engaging social media is part of effective small-business branding. But did you know not all social networks are created equal?
Understanding their social media habits is part of getting to know your target market. For instance, Facebook tracks more with older demographics, while Instagram and TikTok cater to younger audiences.
The more you know where and how your target market engages with your brand, the better you can tailor your branding efforts to reach the widest audience.
A good way for small businesses to grow their brand and customer base is through inbound marketing — developing engaging content that draws people in and builds community.
Consider providing various content and marketing materials across your branding. Because everyone engages with content differently, catering to and reaching the broadest audience is essential.
Here’s a list of content types that go beyond the traditional blog and social media posts:
We’ve talked a lot about how to take advantage of digital and online marketing techniques, but there’s still something to be said about “old-school” branding. Here are some ways small businesses can integrate their online and offline branding for maximum impact:
Responsive, effective customer service is fundamental to small business success. As new and potential customers engage with your products, a reliable customer-service infrastructure becomes vital to guiding them through your marketing funnel.
Remember, exceptional customer service is about more than just answering questions. In addition to being experts on your brand, product, and messaging, ensure your customer service staff is trained in empathy and patience.
Also, make sure you provide various avenues for customers to reach out. Traditional methods of email, telephone, and live chat support are still standard. However, you can also consider deploying chatbots or exploring Large Language Models (LLM) as part of your customer service apparatus.
For your brand to succeed, you must first foster the values and culture you espouse in your team. If there’s a disparity between your brand’s identity and how your employees feel about it, there’s a problem.
On the other hand, when employees genuinely believe in your company and are customers themselves, they’re far more likely to put in their best efforts.
Here are some simple tactics for fostering a brand-centric culture:
As you establish your company’s culture, your employees can become advocates for your brand. You can offer incentives to make this happen in certain scenarios, like rewarding an employee who converts a certain number of new customers.
However, the best employee advocates are the ones who are proud to work at and feel valued within your company.
Digital marketing is both an art and a science, with a dozen different strategies to choose from. The best marketing teams have always known that to be successful in the long term, they must remain flexible.
People are complex. Years ago, many were skeptical of providing credit card numbers to websites, but now we can’t do it fast enough. One day customers want more publicity; another day, more privacy.
A good marketing team understands when a tactic or strategy is proven to be successful. But they also know when it no longer works. They recognize nuanced customer needs and continuously adapt marketing efforts to match the beat of the prevailing times.
That’s what successful businesses do, big or small.
And that’s what you can do, too.
If you own a small business, you’ve probably faced branding challenges.
The good news is that small business branding isn’t what it used to be. And with the right digital marketing strategy, you can develop brand messaging that tells a story, leaves a lasting impression, and helps your company grow.
White Peak is an award-winning marketing and branding agency out of Reno. Our team of entrepreneurs, expert marketers, and industry insiders helps small businesses across the nation build their brands.
Schedule a free consultation to see how our marketing gurus can transform your small business branding into a cohesive strategy that gets long-term results.
Tim Woda is the CEO and founder of White Peak and the creator of Love Your Site, Mercury Reviews, and Sprout AI Chat. He has been on the founding team of five successful start-ups, and his digital marketing campaigns have acquired more than 800 million customers. Tim has been featured by The New York Times, Fox News, Forbes, The Huffington Post, and more. Under Tim's direction, White Peak was selected as one of America's Top Digital Marketing Agencies by MarTech Outlook magazine.
