Making It Know

Branding Strategies for Small Businesses

When it comes to attracting ideal clients, branding is the magnet that draws people towards your small business. It’s the inexplicable pull of personality that focuses on your perfect customers, while helping those who aren’t the right fit self-qualify from the start.

Whether you’re just starting out from scratch, or you’ve been in business for a few years and want to do a complete rework of your brand, it’s never too early — or too late — to build your brand.

What is branding

Possibly the largest misconception about branding is that it centers solely on logos and design. While those certainly are a component of effective branding, it’s more about how a business makes their clients and customers feel.

So what’s the secret to developing a brand that people love and keep coming back to? It takes time, thought, and a keen understanding of customers. Below, we’ll walk through some branding tips for small businesses and some of the high-level questions required to develop a compelling brand.

The problem you solve

As discussed, developing an impactful brand begins with identifying how you want your clients and customers to feel. These feelings tie directly to the problem you’re solving for your ideal market.

For example, a massage therapist may know their clients schedule appointments because they’re feeling tense, stressed, and overwhelmed. Since the massage therapist provides calm relaxation and relief, their brand would center around components that communicate that peaceful solution: muted colors, softer fonts, and gentler language.

Understanding what’s offered to customers emotionally — beyond the service itself — is the key to creating a brand essence with staying power. 

Maintain tone consistency 

In order to etch yourself in the hearts and minds of your customers, it’s important to stick to the same look, feel, voice, and messaging across all communication channels. From your website and business cards to the language in your automated emails, present a unified tone on every platform.  This creates consistency for your brand, and builds recognition and — even more importantly — trust.

Developing a set of design standards for your brand removes the guesswork from your design process, whenever you need to create a new asset. Using award-winning website templates create the foundation of your brand identity, which can be accented with a custom logo that compliments your chosen aesthetic. 

Simple branding tools

Branding is often placed on the backburner for business owners because it can feel time-consuming, expensive, and daunting to establish or revise. However, brand development is not an all-or-nothing exercise. By using simple tools, it’s possible to polish your business identity piece by piece, as time and energy allows.

An all-in-one platform to create and own your online presence is a great way to customize your website and all of your touchpoints from one dashboard. Beyond creating an online hub for your business, you can manage and send email campaigns, source stunning free images from the extensive built-in Unsplash library, create a private Member Area, and integrate scheduling directly on your site. The end result? All your online surfaces are optimized to build trust with your customers.

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