6 Ways to Create a Killer Small Business Brand Identity
Chris Mulvaney is the CEO of CMDS. I make things... I’m the creative entrepreneur with passion for (re)making brands and inventing solutions to problems no one knows exist.
Build a Relationship, Not a Transaction
Building your brand is so much more than perfecting a logo. Each industry is full of businesses claiming to be the go-to-expert; to separate yourself from the pack, you must gain trust early on. You’ve heard it before and you’ll hear it again…first impressions are everything. When you take the time to cultivate a relationship with your customers, you’ll have them for life. Check out our play-by-play tips below to help you crush your small business brand identity out of the park.
1. Ask Yourself: Who am I?
First and foremost, businesses need to identify what their brand means and embrace it. Understand that brand identity is not just for the big names. Whether you’re a local cooling company, law firm or real estate agency, reputation is vital to keeping current customers happy, new customers coming in and revenue flowing. Write down all the characteristics that currently make up your brand and what you want your brand to ultimately encompass. Clearly define your business’ niche; how do you differentiate from your competitors. The more specific you can get, the clearer your messaging can be.
2. Make a Splash with your Logo
Yes, your brand is bigger than your logo. But your logo does indeed speak volumes about who you are; it’s a symbol of your identity. A logo can be typographic using just the letters of the organization’s name or include a symbol; either way, it should be easily recognizable and encompass your company’s heart and soul.
3. Create a User-Friendly Website Experience
E-commerce businesses rely on a responsive website to encompass the voice of their brand. As a digital store-front, website designs should be clean, bold and intuitive. Ensure your site is regularly updated, navigation is clean and contact information is easily accessible. Reach your target audience with a strong online presence that includes an exciting message that entices people to stay and shop.
4. Streamline Messaging
Your brand speaks volumes outside of just your website. When you communicate your brand to the public, create consistency with all social media platform messaging. Take the time to define your style, the tone of your voice and of course color schemes to avoid confusing your audience. Keep the communication streamlined from the homepage of your website, to your business cards to your Facebook account.
5. Educate Consumers
Information is power. Share your industry knowledge through a regular blog and be sure to offer unique, interesting information that can be sharable across social media channels. And of course, you need to know who your target audience is to make that connection count. Engage directly with current and prospective clients by identifying parameters such as demographics and interests. You should know who they are and what they want. Then deliver.
6. Be Human
Your customers are savvy and will recognize when “canned” information has been posted on your blog or social channels. And they’ll ignore it. Take time to add authentic personality to your brand carving out your own distinctive identity (don’t be a copy-cat). Also, understand and anticipate what your customers need so you can offer genuine solutions through a follow-up. This allows you to build trust through honesty.
Invest In Your Brand
A strategically defined brand will lead to customer loyalty and ultimately boost sales. Position your small business brand clearly and effectively with CMDS; our experience has helped businesses in many industries better reach their demographic while strengthening brand recognition. Be innovative, bold and daring; stand for what you believe in. Talk with CMDS about your brand and how we can make it BIG; call us at 732-706-5555.
