Is it possible to create a brand for a small business?
In this period where multinationals are increasingly present, people gather in shopping malls and advertisements are increasingly invasive. Being recognizable and distinct from the crowd is vital.
But what exactly is a brand? And does a small company really need it?
What is branding?
Branding, in a nutshell, is ‘the marketing practice of creating a name, a symbol or a design that identifies and differentiates a product from other products.’
But what else is Branding?
- Differentiate yourself from the competition.
- How you want the public and everyone else to see your company.
- What the public can expect from your services or products.
If you are interested in creating a business with your customers, then you want a brand, because without it you lack identity, an impulse, a presence, and a purpose.
How to create a brand
1. Define your brand
Before creating a brand you need to define your brand. Clearly specify the following to focus your brand …
- Company mission.
- Characteristics of your company.
- The characteristics that you would like your company to have.
- Who is your target audience?
- What are your business goals?
2. Create the logo and color scheme
First of all let’s talk about colors. While this may not seem like a vital decision for your company; I assure you it is.
As most of you know, the human mind is extremely sensitive to visual stimuli. However, colors play an important role in this answer, and it is essential to understand what this answer is.
Each color will affect your brand differently as there are underlying messages behind each color. The shade and tone of your color will influence your brand well.
Meanings associated with different colors:
Pink: feminine, love, setting
Red: power, passion
Orange: health, energy, warmth, excitement
Green: nature, soothing, money
Blue: peace, Loyal, clean, trust
Purple: magic, creativity, Royal family
White: purity, cleanliness, simplicity
Black: power, refinement
Brown: rural, being outdoors, masculine
We cannot create a brand without creating a logo
Take your time while creating the logo with a professional logo designer.
Your company logo is a crucial piece in creating an effective brand. Think of your logo as the identity of your company. Your logo is what the public will learn to associate with your company and its services or products.
What is it that makes a Logo “good”?
When you create your logo, think long term. “In 10 years what brand would I like to see for my company? ‘… ..It is a good starting question.
It is also important to determine which use of the Logo will be used. Are you going to use it online, on billboards, stationery, vehicles, etc.?
Then create a logo adaptable to any possible use that is expected.
3. Creation of a Company Motto (Pay Off / Tag Line)
What is a motto? Put simply, a motto is a unique phrase that links your name to your brand.
The motto can be difficult to find and sometimes causes more work than you can imagine.
However, the perfect motto is not obtained by squeezing the meninges, with the hands that sweat and the veins that pulsate 🙂 .. try to enjoy the creative process …
Try this … Instead of focusing on the product or service your brand represents, focus instead on the benefits of your services or products. That’s all your motto needs to ‘communicate’ to the public.
Examples of great slogans:
Take everything away from me, but not my Breil – Breil
Think different – Apple
Where there is a child – Mellin
Where there is Barilla there is home – Barilla
People beyond things – Conad
……..and many others
4. Integrate the ‘Brand’
Your brand is now ready to be integrated into every aspect of corporate life. Small businesses have an advantage in this sector, because with fewer employees there is an opportunity to be closer to their audience.
Proper staff training will ensure that everyone is on the same brand line. Why is this important?
I give an example.
If a cleaning company is trying to portray its brand as ‘professional’ and ‘clean’, an employee wearing ‘dirty’ or ‘inadequate’ clothing will confuse the public. Proper training of your employees will help you a lot with many of these problems.
5. Be consistent and authentic
Last but not least, make sure that any external communication regarding your company is consistent and in line with the brand you have created.
Confusing your audience will drive him away instead of holding him back.
Branding is an essential part of successful brand creation for small businesses too.
Follow the previous advice to create a brand that explains the essence of your company and reap the benefits that come from it.