When it comes to branding strategies, small businesses and startups have a unique set of challenges when compared to already established businesses. It generally comes down to resources and budget which tend to be in short supply at the beginning of a new venture. However, that isn’t to suggest there aren’t branding strategies that small businesses can employ at all.
Regardless of how small or established your business is, the foundation of a strong brand is to be consistent and memorable. Considering how people will perceive your business is crucial to your success. So how do you create a memorable and consistent brand? Here are 5 branding strategies to help you get started.
1. You need a memorable name
You literally have 7 seconds to make a strong first impression and your business name can make all the difference making it a key branding strategy. Your name should be memorable, relevant to your business and capable of conveying your brand’s message. Market research is incredibly helpful for establishing the kind of branding (and business name) that your target audience will be attracted to.
2. You need to establish what makes your business different
Establishing what you stand for, what you represent as a business, is a fundamental branding strategy for all businesses—large and small. It helps to differentiate your business from your competitors and create an identity that builds trust in your customers. A lack of differentiation is one of the 5 key reasons brands fail. Don’t fall into this trap.
3. You need to get emotional
Well, not you personally—but your audience. Purchasing is an emotional experience and plays a massive part in which brands people decide to engage with. Getting your audience to invest emotionally will go a long way to establishing a strong brand with loyal customers. As such, your branding strategy should focus on developing a message, voice and identity that connects with your target market.
4. You need to ensure your website reflects your brand identity
Your website is a key part of your branding strategy and should accurately reflect your brand identity. Considering nearly 50% of people say they will stop engaging with a poorly designed or messaged website, you cannot afford to have a website that isn’t up to the same standard as your branding. Your website is the online storefront of your business and needs to represent your brand accordingly.
5. You need to get active on social media
Here’s a branding strategy that costs nothing but time! Having a strong and consistent presence on social media will help to build trust in your audience. A large percentage of people will look at a business’s Facebook and Instagram pages before in order to get a feeling for them. So get posting!