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Effective Branding Tips for Small Businesses

Lance Cody-Valdez


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If you're a new small business owner, you're probably worried about how you're going to attract customers to your products or services. Branding is one tool that can help. With branding, you'll differentiate your offering from competitors, making sure that consumers choose you over the other options available. You don't have to hire a fancy marketing or branding agency to get the job done. Read on for some DIY branding tips for UK entrepreneurs.

Educate yourself on the purpose and value of good branding

Branding refers to all the steps you take to differentiate your business from competitors. This could include visual components, like your logo and colour scheme, as well as more profound details, like the values your company aligns with. According to Branding Mag, branding can help make your business more memorable to consumers. They'll associate your brand with certain traits that they may gravitate toward. For example, the Apple brand is associated with innovation, whilst Walmart is associated with affordability.

Research your target audience and understand their values

Your target audience is simply your ideal consumer—the person whom your products or services are for. You can define your target audience according to demographic details like geographic location, income, age, and gender. With this information, it's easier to tailor your brand to your target audience’s wants and needs. There are various methods you can use to define your ideal consumer, from surveying existing customers to looking at competitors' markets/client bases.

Create a brand bible to ensure consistency

A ‘brand bible’ is a comprehensive document that summarises every aspect of your brand, from the visual components to the values. The Branded Agency explains how to create a brand bible, covering details like verbiage, colours, logos, and more. It's important to have such a document, because it ensures consistency across all the platforms you use—for example, promotional materials on social media and content such as blogs should all have the same style and tone. This helps make your brand more identifiable and memorable to consumers.

Explore marketing channels and create a plan

Once you've defined your brand, the question is how to share it. A strong brand will be pushed out on multiple channels. Options range from email marketing to social media, blogging, and videos. Once you've defined your brand bible and marketing channels, create a marketing plan. This document outlines your competition, target audiencemand unique value proposition. It also outlines your strategy for promoting your brand.

Use technology to support your branding efforts

There are lots of tech tools available to support your branding efforts. For example, to create your logo, you can use a free logo maker. To share branded materials on social media, you can use an automation tool like HootSuite. Email management tools are another example of technologies that can help push out your brand to consumers. Cutting-edge innovations like these can help save you time and money.

Measure your branding impact

You’ll want to make sure your branding is working. There are methods you can use to measure brand awareness, which refers to what consumers think of your brand—or if they even recognise it all. You might look at direct traffic growth, assess your earned media value, or track voice shares. For example, imagine that you're promoting your brand on social media. You can check how many people ‘like’ your posts as well as how many of them share your posts, further disseminating your brand message.

Branding is an effective way to help your business stand out from the crowd. If you’re an entrepreneur seeking clients, it's one of your priorities. Try the above best practices—from creating a marketing plan to measuring your branding impact—for greater success.

For more resources to help you achieve professional and personal success, check out In The Know Magazine.

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