Tips for Branding Your Business: Being a Successful Small Business Owner

Turning your business into a household name doesn’t just happen overnight. To turn your business into a company that everyone knows and loves is to brand yourself. There are certain aspects that are covered by your brand – colors, tone, slogan, values. When we think of big brand name business, like McDonald’s, we can instantly think of the red and yellow colors, the happy inviting customer service, and the affordable family dining setting. So, what do clients think of when they hear your business name?

In this article, we cover when and why you should begin to brand your small business, the elements of a brand, and how to create a successful brand.

Your brand should come across in:

• Your office space or store front
• Your marketing
• Your website
• Your staff and customer service
• Your mission statement

The visual representation of your business tends to be the most recognizable part of your brand. When we see bright red and yellow we tend to think of McDonald’s – while silver and white remind us of Apple. Colors can evoke different emotions in people, and certain colors are associated with specific character traits. When deciding about the color scheme for your business, you should refer to the color wheel and decide on complementary colors. Learn more about choosing the right colors in our previous post, Tips and Tricks for Creating a Stunning Logo.

The tone should be considered when drafting content, marketing, or when communicating with customers. There are 2 main types of tone that businesses can use: professional or casual. Businesses that are typically in a more professional setting (legal, health care, etc.) need to have more of a professional tone. When clients are trusting a business with serious matters (like court cases or their health), they want to be treated with respect. A professional tone builds confidence in the relationship between your business and the client. It lets them know you know what you’re doing, and they’re in the best hands.

Business’ that are in a more relaxed environment (work with families or offer services to people at their leisure) have more freedom with their tone. You can use less of a formal diction and more slang or abbreviations that are easier for clients to understand. When you’re building a business in a unrestricted field, you’re able to be more free and casual with your tone.

With the color scheme, a logo is what the client tends to remember best. Since humans are visual creatures, having a logo can almost create a face for your business. Whether it be text or an image, people are able to associate something with your business, other than your service or product. Having a logo should be the first step to building your brand. For more advice on logo design and color choices, check out our blog post HERE.

In our world of tiny screens and fast readers, a slogan or tagline can set your business apart from your competition. A business slogan is a short and easy way to let potential clients know who you are, what you do, where you’re located, or all of the above. Your business’ tagline should include your UPS (unique selling point). Your UPS is what makes your business different than others in your industry – maybe you’re a legal firm that focuses on document creation for realtors. Either way, your slogan or tagline can help entice people through your marketing efforts by filling in gaps of information.

There are certain things your business will be willing and unwilling to do. For example, you might be interested in being the most affordable option for your clients. So, one of your brands values might be that ‘we will beat any competitors advertised rate’. The values that you set forth are the heart of your business. Aside from colors and logos, clients choose to work with a business because they have the same values and ideals. In industries that require personal connections between business’ and clients, branded core values establish your business’ personality and make you a stand out option against your competitors.

Overall, your brand is a memory that evokes positive emotions and inspires a person to use the service or product again.

There’s a lot to learn from big company’s like McDonald’s and Apple. There is a reason they’re both household names and typically the first brand consumers think of when they think of that particular industry. They understand the psychology and ideals behind building a brand. But most importantly, they are consistent in their branding. Even during rebranding or modernizing, we still know exactly who they are. Take a look at some of the big brand names in your industry, and see how they have built themselves into a successful brand.

As your business begins to grow, it’s important to consider your brand. Your business’ brand is how the world, and more importantly, potential customers see you. When people look to a business, they tend to look for professionalism. With a brand, you have set ideals, imagery, tone, and other elements that are consistent. A professional company is one that takes all elements and facets of its brand into account. Then, utilizes them in a manner that promotes and builds their name within their community. Building your business into a brand isn’t easy, it takes dedication and attention to detail, but the result is incomparable. What kind of success would Apple have had if they didn’t have a thirst for innovation and high-quality technology?

Are you ready to take your business to the next level and establish your brand?

Give us a call to schedule your free 1-hour consultation today