How to Brand Your Small Business
- Laraun and Sherunda
- Aug 29, 2022
- 4 min read
Updated: Aug 31, 2022
Right out the gate - marketing and branding are not the same thing. I know, you are probably thinking that they are interchangeable terms.
Branding your business is very important when you want to truly stand out in your business niche and attract the right customers.
YES, you can attract the wrong customers to your business if your brand message is not dialed in properly. We like to think of a business brand as your unique business voice in the marketplace. Your business brand communicates
What problems your business solves
How your business solves your customers' problems
Your business culture
What makes your business unique
How your customers experience your business
In order to properly brand your business, you first need to determine WHO your business is aimed at serving - your service or customer avatar. The more detailed your customer avatar, the more detailed you can be in your marketing plans. Determining who your business is FOR means you can market and sell with more specificity and greater success for sales.
1. Create your customer Avatar
1. What is/are the problem(s) your customers have? What is a desire your customers have?
2. How does your business solve the problem? How does your business fulfill the desire?
3. How does your customer access your business services?
4. What age range is your customer?
5. What does your customer do for a living?
6. What does your customer do for fun?
7. Where else does your customer spend money?
8. Where does your customer live?
9. What language does your customer use to describe their problem?
10. Who are the competitors your customer might already be using?
2. Determine Your Unique Business Culture
Whenever you think of Chic-Fil-A - there are usually a few thoughts that come to mind - good food, courteous staff, pleasant dining atmosphere. The leadership team of Chic-Fil-A has spent years developing a strong business culture that we have all come to associate with their company. While there are hundreds of fast food restaurants, not many have a nationally identifiable culture as that of Chic-Fil-A.
You (and your team) should take some time to discuss how you want your customers to experience your services.
What words do you want them to associate with company?
What emotions do you want your customers to feel when they receive services or think about your company?
Chances are your business service is not inherently unique - there are hundreds, if not thousands of other businesses providing the same service to other customers. So your business culture is your chance to stand out and create a unique experiences for your customers and potential customers. Spending money for a service, even fast food, is emotional. People tend to spend money with companies they enjoy. That is why one business can attract a certain type of customer where as another business does not attract that same customer. Reference the ROADMAP FREEBIE handout for terms/phrases and keywords to help you.
3. Create Your Business Motto/Slogan
We recommend something memorable, concise and depictive of your business culture. Going back to Chic-Fil-A, their most memorable motto is "Eat Mor Chikin" (developed in 1995 by the Richards Group). The slogan is short, easy to recall and it directly states what they want for us to do, as customers. Eat more chicken.
For our business, we went with
Concise, easy to remember and it states our business culture - we are your trainers here to help you as a business owner and the end goal is your business success!
4. Pick Your Business Colors, Fonts & Logo details
This part of branding overlaps with marketing. Choosing your business colors, fonts and logo details is very important to cultivating your business brand and customer experience. We recommend using a color guide to help you select the best colors to demonstrate your business to your customers. We have attached a color wheel to the ROADMAP freebie for you. See, we are all about making your life easier!
Various colors evoke different emotions and tell a lot about a business. Picking the wrong colors can hinder your business brand from being truly aligned to your company. Ultimately altering the customer experience and may even deter customers.
Font selection is important because the type of lettering you use can also help to formulate your business experience for your customers.
For example, consider the following font sets in the image. Each font set gives a different feel.
When selecting a font set, be sure to get a HEADER and SUBHEADER font and then if warranted a body or general font. You can also think of your font in terms of main font and accent font.
5. Determine Your Brand/Business Story
Your business has a story. A story that is personal to you and your WHY. Your business story helps you further develop your brand because it is the heart of what you do and why you do it. This story can allow further connection with customers and attract potential customers who can relate to your story.
Some things to consider when sharing your brand story -
WHY did you start your business?
WHAT impact does your business have on other's lives?
HOW is your business story unique?
HOW does your business impact the world? (this does not always apply to every business).
Branding your company takes time and intention. It means truly determining what your company has to offer that is different from your competitors. The awesome thing about branding is that your business brand is like none other. While other companies might provide the same service you do, they won't be able to duplicate your BRAND. Own it and make it as unique as you are!
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