Between the years 2010 and 2020, the number of new business applications in the USA rose by 75%. With startups coming to represent such a significant portion of the economy, how can a small business stand out? The answer, more often than not, is through branding. If you want to distinguish yourself, you’ll need to master the three key tenets – here’s how to get started.

What Is Branding?

At its core, branding is the identity of your business in the minds of the consumer. We can break this down into three components – its voice (this is the company personality, the way it speaks, the places it speaks in), values (these are its beliefs, philosophies, and underlying mission), and design (the way it appears, often informed by its values). All three of these aspects are going to be tied into your wider business objectives and also your own personal sympathies – you might, for example, have strong feelings about sustainability. This could then feed into the way your products are packaged and your vocality on single-use plastics.

These days, brands expedite awareness via a number of channels. Social media is an easy, cost-efficient way to shape your voice, improve exposure amongst your target demographics, and network with other brands. It’s also true that brands work best in particular contexts – Coca-Cola makes a concerted effort with TV ads around the holiday season and Spotify (which is dominated by millennials and younger) works in close partnership with TikTok and Instagram. Where you decide to place your business is a part of branding.

Why Does It Matter?

For small businesses, branding does not appear to represent much short-term value but it is vital from the outset if you want to develop a devoted customer base over time. Not only will the shape and style of your brand attract people to it but also the way they interact with it. If you’re doing everything right, you’re more likely to accumulate ‘most valuable customers,’ who not only protect your bottom line through their loyalty but also double-up as ambassadors for your brand by recommending you to friends and family. These individuals are at the root of every business success story.

Another reason branding is so frequently overlooked in the early stages of a business is because its effects are subliminal. The Nike brand and sports are now synonymous with each other, we know this because we have seen them for years in regular association but if you had never laid eyes on the swoosh logo, you’d have no idea what it meant.

Getting Started

The process of shaping and defining your brand takes time, just as its effects will last over time. It’s important, therefore, to establish a clear business plan, a few OKRs (Objectives & Key Results), and carry out plenty of research into your target market. The more familiar you are with the people you’re trying to sell to, the easier it will be to form your brand’s identity. Take to heart everything you learn about the people you’re selling to – Gen Z, for example, are shown in studies to value ‘authenticity’ above all else – to succeed in that market, you’ll have to tell the honest truth about your products and business practices.

It’s important to work with experts at the early stages to strike the right tone. If you can afford to, hire professionals to help with the process – copywriters can help you to establish voice, brand consultants can work with you to identify values and communicate carefully with designers to achieve your unique aesthetic. Finally, you can encapsulate everything that your brand stands for with a good, old-fashioned brochure. Brochure design can be done independently using free online templates.

As a business owner, if you have long-term ambitions for the company, it’s important to address branding as early as possible. The decisions you make now could guide you to prosperity for years to come.

Sergio Felix thoroughly reviews and audits your website and online presence to help identify areas of opportunity to grow your business. Learn more, at: felixmediamarketing.com Image by Pexels

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