Getting your branding right as a small business owner is essential for several reasons.
Your branding impacts how you attract and engage with customers.
Additionally, it can make it easier to separate yourself from competitors, all while leading to higher sales.
Branding, if created and promoted consistently, is very powerful.
If you still have doubts about the power of branding, read Not Convinced that Branding has Power and take the word association quiz.
For example, what is the first word that comes to mind when you hear the phrases below?
- Try it, you’ll like it
- Tastes as good as it smells
- Don’t leave home without it
- Reach out and touch someone
- Snap, crackle, pop
- Does she, or doesn’t she?
If you want to make sure you get your branding right, it’s critical to understand what it involves.
Generally speaking, branding is the process of defining your company’s identity, and your brand is how consumers perceive you whenever they interact with your company.
It combines having a memorable company name that aligns with your offerings, choosing a color palette used consistently across all platforms, and establishing a brand voice.
When it comes to your brand voice, you’re essentially defining your company’s personality.
Once it’s established, you’ll align all your communications and imagery to it, ensuring everything feels cohesive.
When your branding comes together correctly, you improve the customer experience. Consumers will recognize your company and know what to expect from your business.
This makes it easier to create an emotional connection with your company.
Once that level of familiarity is established, loyalty often follows, resulting in more long-term customers and sales. That’s why branding is so crucial.
Connecting with Your Target Market
When it’s time to establish your brand voice and visual identity, you need to look beyond your own preferences.
While choosing options that you align with your company’s personality isn’t an entirely bad idea, Zenbusiness.com recommends factoring in what your target market prefers.
By speaking to your target market’s preferences, you increase your chances of connecting with prospective buyers.
Plus, it’ll be easier to keep existing customers engaged, leading to more repeat sales.
When it comes to your target market, you’ll want to review:
- Product or service desirability
- Where your ideal customer shops
- How old they are
- Where they live, work, or study
- Other demographic factors such as marital status and educational level
Make sure that your target market influences your initial branding decisions.
By taking their preferences into account, you’ll be able to connect with them more quickly.
In turn, you’ll increase your odds of securing sales and referrals, making your company more successful.
When to DIY and When to Hire Pros for Branding Projects
Whether establishing a new brand or refining your existing branding, you’ll need to undertake various projects.
Whether you should hire professionals for that work or try to DIY it can depend on a few factors.
Along with your skill level, you’ll want to consider the amount of time and energy involved.
If an activity requires a lot of effort, it’ll pull you away from other tasks, potentially hindering your business.
As a result, you need to consider that as you choose what to delegate to a pro.
An example of a DIY option is to use The Graphics Creator by Laughingbird Software instead of hiring a graphic designer.
Create a custom logo design with these easy-to-use tools. Start by choosing a template from the large and unique selection and modify it to meet your requirements.
Adjust all the elements such as the colors, fonts, icons, backgrounds, and text as often as you want for unlimited versions and downloads.
In many cases, hiring a social media management expert to take care of your accounts is a wise decision.
Since your social media presence is crucial for your branding, getting help from social media management services will help you maintain a consistent and prominent presence on the social media platforms where your target audience most frequently visit.
Just head to freelance job boards to weigh candidates based on experience, reviews, and cost.
Then, choose someone that best suits your needs and with whom you have a good rapport.
Branding isn’t a Finite Process
As your company grows and markets change, your branding will need to evolve too.
The more customers you get, the more you can learn about their expectations and experiences with your business.
You might find that some aspects of your brand need adjustments to better serve the needs and desires of your target market.
Keep in mind that you can’t have complete control over how others perceive your brand.
However, you can do your best to make an excellent first impression, manage your reputation, and resonate with your target audience.