How do I create a brand for my small business?
The process of branding your business may seem daunting, however it’s an essential aspect to any start-up when it comes to differentiating your business.
While the process of branding should continue throughout the running of your business, it’s important to consider branding even before launching your start-up.
Questions such as ‘what are my values?’, ‘who is my target audience?’ and ‘what is my final goal?’ are some of the key points to consider when starting a business. Once you have established these points, your business should be on track to attract the right customers in the right way.
Here are 5 tips for branding your business.
- Personalisation – What are your values and vision?
The first thing you need to establish is the vision you have for the business, and the values that will back this vision. It is important to establish from an early stage what the basic principles are for your business. Consider what your business does, and why it does those things. Depending on how integrated you are personally to your business, you may want to consider your personal values and why you are running the business in the first place. This could be in the form of a simple vision statement, or a general sum-up of the aims or purpose of your business.
These are the factors that will contribute to your overall brand, the way you implement business actions, and the way your audience will view your business. Once your values are formed, it is important to stick to them so as to avoid inconsistencies in your business’ appearance and character. The clearer your business’ vision is, the more likely your target audience will stay loyal and continue to follow your progress.
- Who is your target audience?
Before launching your start-up, it is important to visualise who your target audience will be. For instance, if your business is selling unique and personal jewellery, consider the interests and general particulars of the person you are selling the jewellery to. In this case, the customer will likely be female, between the ages of 25-35, and the jewellery’s uniqueness may indicate that your customer avoids a mainstream lifestyle.
Depending on the nature of your business, you may want to visualise the daily routines of your target audience. What time do they wake up? Do they travel to work via car or public transport? Is your customer a skinny latte girl or a flat white businessman? These are some of the questions you may like to consider when imagining who your target audience may be. Once these questions are answered, it will be easier to picture how your business product can fit into the life (or in some cases, the daily routine) of your customer. Narrowing your customer personalities down to this level allows you to tailor your business brand to conveniently suit your audience, and tailor your brand message.
- Point of Difference
Additionally, consider the aspects that make your business different from other similar businesses in your industry.
What is your point of difference or unique selling point?
Ask yourself why your ideal customer is likely to come to your business, rather than others in your sphere that are similar. Consider the products or services that your business offers that others don’t, and why your business should matter to your target audience.
- Your Unique Style
Would you describe your brand as modern, formal, casual, conservative, fun, relaxed, retro? Understanding your style is incredibly important when it comes to your visual brand and designing your logo and other visual elements.
- Collaborate with others who share your mission
A good way to differentiate yourself is to collaborate with other businesses that share your vision, values and/or ethos – the way you do business. Collaborations are all about bringing together two or more businesses that can each bring something different to the table in order to move towards the same goal. Not only will you have more minds at the brainstorming table, but you will also have a larger audience that shares your vision.
While collaborating with other businesses allows for a greater customer reach, it can also establish your startup in its early stages, setting the groundwork for the general style or line of work that you will be going for. Your target audience will be able to visualise your business goals when it works alongside a business with a similar vision.