Building a Brand for Your Small Business

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How do influencers become influencers? They build a brand that’s captivating, personal, and unique to their business. To make your small business brand as successful as those online guru’s, keep reading.

Photo of coffee cup in front of mural wall
Photo by Marion Michele on Unsplash

Building a solid small business brand is important to maintain an image that will interest your buyers and get your name out there. Your brand will essentially show your customers what the message of your brand is, and what your business is about. The experience your customers go through when buying from your business is a part of your brand as well. If you provide great customer service when your customers are having an issue, that becomes synonymous with your brand. Building a brand takes time, and there are many components that go into building a successful brand.


Before even beginning to think of putting out business cards for your business, you’ll need to plan ahead. If creating a quality brand is important to you, then planning ahead should be the first step of your business journey. It is recommended that you start planning out your small business brand at least seven months in advance before starting your actual business. The brand is the face of the company, and investing time in it will only serve to benefit you in the future.


What makes your small business brand unique from other brands? Come up with a list of what makes your brand different from others, figure out what edge you have against competitors. Focus on this uniqueness in your brand to persuade customers to come to your business instead of your competitors.


Another key to your brand’s success is taking a look at what you value in a brand. Think of the brands you’ve been loyal to, what do you like about them? Why do you trust them? Think of what you want your business to stand for and how you want customers to think of your business. Incorporate these things into the idea of your own brand, then write them down. Creating a key messaging document will help you and your team keep your brand grounded. 

Target Audience

Another factor in the success of your business is figuring out exactly who your target audience is. Your small business brand should present itself as the key to a problem your audience has, or as the answer to a specific question they have. Knowing who your audience is and what they want is a key factor in maintaining a successful brand. Gain the trust of your customers and keep track of what they like about your brand. Build on the successful parts of your brand, pay attention to your customers’ issues, and they will keep coming back.   


A recognizable name and logo is a crucial part of your brand’s image. While the name of your business is important, people will associate your brand with your logo, so having a memorable logo is important to pique customers’ interest in your brand. Make sure that your name and logo can easily be associated with your business, and keep your customers in mind while designing a logo or coming up with a business name. You convey a message with your brand name and logo, so think of the message you want to relay to your customers while coming up with a business name/logo. There are lots of resources, like this article from Forbes that will help you determine your logo.Colorful graphic that says that 80% of consumers think that color increases brand recognition

Another important aspect of your brand, and especially your logo, are colors. Colors can cause different emotional reactions in people, so think of what emotions you want your logo to evoke. Color is an easy way to integrate your brand into all aspects of your business including signage, marketing collateral, and products. The amount of effort you put forth in making your branding materials will show, so make sure it’s something that genuinely reflects the quality of your brand. 


There are two parts to consistency in your brand, both of which affect your brand’s ability to be successful. First, there’s consistency in your brand’s message/tone. If you come across as lighthearted on your Facebook page, but serious on your blog, that will clash with what your customers think of as your tone. Causing confusion amongst your customers about your message/tone will weaken your brand. Second, there’s consistency in your branding throughout different platforms. Make sure that you use the same logos and messages across your websites and social media, the overall design should remain consistent. However, the content you post doesn’t have to remain consistent. You could use Facebook for sharing articles related to business, and then another website to put up blog posts. Your content should be tailored to the audiences you reach through different social media channels.

Quality Products/Experiences

It sounds obvious, but creating quality products is essential to your brand’s growth and consistent success. Some brands fall back on quality once they become successful, which is a mistake. The number one reason people write reviews is to share their experiences with the business. Your customers will notice if your quality isn’t what it used to be, and they’ll reflect their dissatisfaction through their reviews of your business. You should always be providing your customers with quality products and service, no matter if you’ve made it big or not.

Customer/Small Business Brand Relationship

Lastly, perhaps the most important thing about your brand is the relationship you have with your customers. If you promise something to your customers, keep that promise. Disappointing your customers will only cause them to distrust your brand, so make sure you can deliver on your promises. If your customers are happy and satisfied with your brand, they’ll keep coming back. Maintain a good relationship with your customers, and potential customers will trust you too.

It’s tedious, but taking the time to build a quality brand will bring your business a wealth of benefits in the long run. Plan ahead and stick with it, invest in your brand’s image, stay consistent, and remember to maintain good relationships with your customers.