Build a Strong Brand Identity: 9 Key Strategies to Follow for Business Owners

There are a number of elements associated with small business branding. To put each of those elements into place, consider a few basic tips and best practices.

1) Define your sense of purpose.

What’s your why?What was your initial reason for going into business for yourself? What problems did you identify that you wanted to solve? In what ways does your business make life better for your customers and clients?

Your sense of whyshould be both a map and a compass for your brand strategy. Everything you do to brand your business should flow from that basic sense of mission. As such, having a clearly articulated statement of purpose is a good place to begin your branding efforts.

2) Identify your target market.

In addition to articulating your purpose, it’s also important to have a clear sense of who you’re serving. Simply put, understanding your target market helps you to refine your brand communications. When you know exactly who you’re talking to, you can better speak their language.

Surveys, polling, focus groups, and other forms of research can help you identify the demographics, values, and pressure points that motivate your consumer behaviors.

3) Conduct a competitive analysis.

As you get to know your customer base, you’ll also want to get to know the competitive landscape. Who are your chief competitors? What products and services do they offer, and how do those products and services compare with your own?

The goal here is to create a sense of distinction. In your branding, you’ll want to answer this basic question: Why should customers choose your brand over a competitor’s brand?A robust competitive analysis can help you fine-tune your answer.

4) Develop a memorable brand name.

Names mean a great deal in the world of branding. You’ll want a catchy, memorable, and personal name for the business itself, but also for specific products. Focus on brand names that have a distinct look and sound.

Also, keep in mind that there can be some legal considerations here. For example, if you register your business as an LLC, you’ll need a business name that isn’t already in use by another LLC in the same state. So, for an LLC in Wyoming, it’s important to search the state’s business database to ensure your desired brand name is still up for grabs.

5) Be consistent with your visuals.

Early in your branding journey, you’ll want to come up with a basic color palette, a set of fonts, and a logo that signifies your brand values. A lot of this will come down to personal preference, but you may also want to account for principles such as color theory.

The most important thing with your visual aesthetic is to be consistent. Draw from the same spectrum of colors and visual signifiers throughout your website, social media, email template, and other assets.

6) Maintain a clear brand voice.

It’s important to be consistent with your visuals, but also with the language you use to talk about your brand. Whether you’re writing company Facebook posts or drafting a marketing email, be sure you’re pulling from a set of words, phrases, and ideas that will reinforce your brand proposition.

This might involve coming up with a brand style guide. For example, writing down a few favorite adjectives or a list of words to describe a particular product or service can help you remain consistent. And writing down a list of words notto use can be equally valuable. Ensure these resources are accessible to your entire team, and that you’re all on the same page about how to articulate your brand messaging.

7) Train your team on branding basics.

Indeed, team consistency is vital. You’ll want to make sure that everyone from your customer service team to your sales reps know the preferred language for describing your brand and its values.

Regular training can go a long way here. Make sure everyone has the brand guide, but also spend some time processing out loud: What are some of the best ways you can address common questions, or give your brand’s “elevator pitch,” in a way that reinforces your underlying values?

8) Monitor your metrics and analytics.

Finally, make sure you’re keeping tabs on how your customers and leads respondto your brand. Doing so might provide you with some opportunities for greater clarity or for a slight readjustment of your message.

For example, you might keep tabs on the traffic you get for your business blog posts. This can be one way to identify which articulations of your brand proposition are connecting with users, and which aren’t.

9) Embrace machine learning and generative AI.

New technologies such as machine learning and Generative AI are changing the way brands interact with consumers. Such technologies can scan audience activity, message in a personalized way, and even create branded content such as product descriptions, advertising copy, or social media messages, saving time without being off-brand. For small businesses, embracing these technologies through cost-effective platforms can ensure consistency, speed, and creativity in branding activities.

Businesses benefit from having clear brand identities. And while small businesses have some work to do if they want to create those positive associations, the right strategy can ensure that work is fruitful. Taking the time to get your branding right can ultimately provide you with a distinct competitive edge.