Small business branding

Building a new brand from scratch isn’t an easy task, but it’s a crucial challenge that every small firm needs to master.

A good brand will help encourage loyalty and allow you to connect with your customers and target audience. Not only that, but it will also define who you are, how you position yourself and what you have to offer.

So how should you go about building the perfect brand? Here are our top tips for success:

Discover your identity

The first task is to figure out exactly what your business hopes to achieve. Think about what existing brands you can identify with and what works well for them. Can you adapt this to suit your needs?

Once you’ve carried out this initial legwork, it will become a lot easier to determine how you will communicate with your target audience. You will also be able to decide what your logo and other visual elements should look like.

Be unique

Take time to thoroughly research your target market. Are there any tricks that your competitors are missing out on? Have you spotted a niche to carve out for yourself?

The best brands will immediately distinguish themselves from their competition, so it’s important to focus on your unique selling point (USP) and determine how you will stand out from the crowd. Don’t be available to think outside the box, as sometimes even the most outlandish strategies can pay dividends.

Define your customer

It’s essential to have a detailed idea of who you will be targeting. Try to create an accurate persona, including what the customer will look like, their age demographic, likes and dislikes.

This will help you build effective campaign strategies that you know will hit the right note with your target audience.

Find your voice

Think about what you want your company to say. Do you want to establish yourself as an authoritative leader in your field? Perhaps you want to be a bit left-field and quirky. Whatever you want to be, finding the right voice will help you communicate appropriately and effectively.

Once the groundwork has been completed, create content that will carry your message across to your audience. This can take a number of different forms, from blogs and videos, to social media and infographics.


Remember that branding is an ever-evolving process. What might work for you at the beginning may not be so successful as your business grows. Constantly monitor the way you communicate and how the market is changing.

If things aren’t working, don’t be afraid to reinvent yourself. Constantly coming up with new and fresh ideas will go some way to enhance the longevity of your business.

Have your say

Are you a small business owner? How did you create your brand? What are your top tips for success? Join in the discussion on Twitter, or leave a comment below.

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