A Comprehensive Guide to Branding for Small Businesses

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A Comprehensive Guide to Branding for Small Businesses

branding

Branding is an essential part of small business marketing. However, the details of how to successfully brand your business may get lost in the shuffle of setting up your business.

If branding your business hasn’t been a priority (or you’re just unsure where to start), it’s not too late to get started. Branding your small business could lead to long-term success by building awareness, recognition and trust. And with hard work and a little luck, it could lead to more revenue too.

What is branding?

A brand is what identifies and sets you apart from the competition. This includes elements such as your business name, logo, and brand voice. It also refers to the overall experience that customers have when they interact with your business. Everything from customer service to social media posts are also part of your brand.

Branding is putting all of this into action. By applying brand features to your website, communications, advertising, and other areas, customers start to associate the brand with the products and services you offer.

Why is branding important?

Branding can put your small business in customers’ minds. It gives your business an identity for customers to connect with. Done correctly, branding will hopefully make your business the first one people think of when they’re after a certain product or service.

How to create a small business brand

Here are key steps to creating a new brand—or rebranding an established small business. Remember, creating a strong brand takes time. Set aside enough time for research and brainstorming to help your brand really take off.

Know your target audience

You want your brand to resonate with the right people. If you don’t know who they are, there’s a chance that your brand won’t work as well as hoped.

Get to know your target audience by creating buyer personas—fictitious representations of your ideal customer. These should be as detailed as possible, not broad groups (such as “consumers” or “men”). Really think about who will be buying your products or services: Where do they live? How much do they make? What do they do in their spare time? Answer these and other questions to figure out who you are selling your brand to.

Decide what makes you different

What sets your business apart from the competition? The values, benefits and qualities that make you unique should be a big part of your brand.

This is not about describing your products or outlining the services you offer. It’s more about how your products and services improve your customers’ lives. Think about what makes your small business special and use this info to help inform the rest of your branding effort.

Write a mission statement

A mission statement defines your business’ purpose and goals. It’s typically short, just a single sentence or a brief paragraph, that broadly describes who you are and what you do.

Once you’ve written your mission statement, you can apply this spirit to your entire brand. It can motivate your employees to work towards a shared goal or become part of your advertising. For these reasons, it’s important to keep your mission statement clear and avoid using complicated jargon or unrealistic goals.

Create your visual look

This is the part you’ve probably been waiting for. How your website, communications, social media and more look is the most obvious part of branding—and often the most fun!

If you don’t have design experience, you may consider hiring a graphic designer to help create a logo, choose a color palette, pick brand fonts, and more. Once you’ve decided on these elements, create brand guidelines to help keep every part of your branding consistent.

Find your brand voice

How you “talk” to your target audience is part of branding your small business. Deciding the tone your communications will take—from your website and social media to emails and advertising—helps you reach those customers.

It may help to think about your brand as a person. How would they speak: are they formal, casual, friendly, funny? Whatever voice you choose, be consistent using it. This will help customers get to know your brand and maybe even enjoy engaging with it!

Put your branding to work!

Once you’ve created your brand, apply it to all parts of your business. This includes obvious areas, such as your website, social media, advertising, and emails. It also includes areas like hiring, customer service, and sales.

The key is to be consistent. Refer to your brand guidelines to help ensure that you are always using the right colors, fonts, and language. Inconsistency confuses customers and makes your brand less recognizable.

Protect the brand you’re building

A well-crafted brand can help set your small business apart from the pack. It can help customers get to know you and build recognition. Over time, the trust this helps build could lead to greater success for your business.

Building a brand and a small business takes time and effort. Consider protecting your hard work with business insurance. BizInsure makes it easy to get quotes for different types of insurance from multiple top small business insurance carriers at the same time. Click to buy and receive your policy documents instantly!

Visit BizInsure to find business insurance to suit your small business.

Sheree Williams
Sheree Williams
19:39 27 Jul 21
Eugene was Awesome!!!!
Lakesha G
Lakesha G
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Lane
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Jugrid Ombisi
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Done in less than an hour!
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William Opperman
00:30 02 Jun 21
Efficient, and great value. The agent was able to give us a quote and a new policy in a short period of time. Thank you
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Brenda Jones
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Arik Solberg
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Adj Ako
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Elba Perez
Elba Perez
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I need a help getting errors and omissions insurance along with general liability. Jose was very friendly informative and was very patient with me during the process. He found me some of the best rates for the coverage that I needed. Highly recommend
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Casper Martinez
19:51 20 Apr 21
I had numerous conversations with several business insurance agents over a month's time. I also had several conversations confirming the policy inclusion/exclusions and asked many questions. My BizInsure agent was professional, knowledgeable and most important—detail oriented. Even after having an initial conversation a month earlier he knew and *remembered* all my personal/professional insurance needs. When I asked for additional information on the third call he was able to provide me with details very quickly. He was also VERY patient. That is a big plus in my opinion. It illustrated a high level of respect for my needs. I also found when I called back and asked to talk with the initial agent, the person who answered the call was able to get in contact quickly and my agent responded and returned the call within 5-10 minutes. The transaction was smooth, and I think it's a good sign should I ever need to make a claim. I highly recommend BizInsure.
Poetic Films
Poetic Films
21:00 07 Apr 21
Sandra Darjean-Murphy
Sandra Darjean-Murphy
17:48 31 Mar 21
Jusephine Ghong
Jusephine Ghong
17:58 23 Mar 21
The rep was extremely helpful actually lowered my quote and made sure I was covered to fit my needs with my growing business! 5star!!
Franklin Behm
Franklin Behm
19:04 16 Mar 21
Excellent service and prices.
Cassiopée V Lapierre
Cassiopée V Lapierre
23:13 09 Mar 21
S & S Professional care llc Home Health Agengy
S & S Professional care llc Home Health Agengy
04:15 24 Feb 21
Mr. Daniel Scott was very responsive to my professional needs.
Stephanie Woodruff
Stephanie Woodruff
17:38 18 Feb 21
Eugene deserves a raise! First time purchasing insurance and he made the process so simple for me. His patience and attention to detail left me feeling confident in my decision to choose BizInsure. Gracias Eugene!
Esined Perez
Esined Perez
23:32 17 Feb 21
DIVINE FIJIANS HOME CARE SERVICES
DIVINE FIJIANS HOME CARE SERVICES
22:49 05 Jan 21
The customer service provided by Jose was outstanding. He explained everything in a very clear/logical way and answered all of my questions. After providing all the information to obtain general liability insurance, Jose sent me the declaration page of the insurance for review. All of the information matched what I provided over the phone and there were no typos. The next day I called back to purchase the insurance which was easy and fast. Overall, my experience with BizInsure including the customer service by Jose exceeded my expectations.
Joe Wajdula
Joe Wajdula
03:29 12 Dec 20
Hiscox/BizInsure made getting Liability Insurance very easy and reasonable.I expected it to be a long and complicated process and it was a nice surprise that they made it so uncomplicated. Thank you. Lisa
Lisa Word
Lisa Word
21:51 24 Nov 20
Eugene was incredible. I called 4 other brokers before him who were impossible to get any help.
rhonda hale
rhonda hale
23:26 12 Nov 20
Owner (LPN)
Owner (LPN)
23:19 06 Nov 20
Cincere Browdy
Cincere Browdy
15:16 29 Oct 20
Very quick to get in touch with you and good with follow up. Had some trouble retrieving my quote to log into my account initially but Daniel assisted me and the changes were made to get me into my account. Great value for the money.
Fran Sutton
Fran Sutton
16:34 20 Sep 20
Very happy to be insured with this company. Professional, Timely, very helpful. Thank you Juan, you made it so much easier for me to understand.
Aileen Day
Aileen Day
19:55 15 Sep 20
This company responded when I needed them to respond while facing a deadline. They are an excellent choice for business Insurance.
Michele Harris
Michele Harris
01:52 12 Sep 20
Jose Quintero took such great care of me and was very patient explained everything I did not understand and got me set up quickly. Fabulous customer service
Christina Rose
Christina Rose
02:41 27 Aug 20
I can't say enough good things about Daniel Santos kind and effective communication skills as an insurance agent. Daniel was so pleasant, friendly and efficient with helping me obtain insurance as a teacher. If I were to give Daniel a grade, he has earned an At . He made the process easy to understand, it was far easier than what I anticipated. Nancy S.
Nancy Sloan
Nancy Sloan
00:47 26 Aug 20
I was in need of professional liability insurance for my sole proprietorship. A friend referred me. Everythng was quick and simple and AFFORDABLE!
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hope jones
20:31 25 Aug 20
If you need Private Home Care Provider insurance for your company, BizInsure, LLC can get it for you!
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Pamela Curry
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Cameron Peek
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Tanya Sweet
19:51 14 Jul 20
I was tryi9ng to find commercial liability insurance for my new comp-any and BizInsure was easy to use and very affordable which is great for me as a new business.
Jimmy Smith
Jimmy Smith
19:01 14 Jul 20
Great service, but they're also extremely patient. I called over a month ago for specialized E & O coverage, and Bizinsure was able to put me in touch with an extremely reasonable quote. Absolutely invaluable time and monetary savings to be had by going through these folks. If you can-- ask for Anthony. Absolute gem of a human.
James Lang
James Lang
18:19 02 Jul 20
Ken M
Ken M
23:21 28 Jun 20
Great service insurance prices are great for professionals looking to get insurance for businesses....
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Rhonda Gray
22:34 22 Jun 20
The provided very professional service and made the process easy.
Paul Rising
Paul Rising
21:51 04 Jun 20
Bradley Hoyle from the Biz Insure team was excellent to work with. Everything was quick and smooth. Great service, much appreciated!
Kristene Smith
Kristene Smith
02:03 04 Jun 20
Anthony Spencer was great!! Very quick response time!! He was very Professional! I would suggest him because he helped me find a affordable rate and explained all the technicalities..
Fre Hall
Fre Hall
16:38 28 May 20
I was referred to Bizinsure by a industry trade group that I am a member of. It was easy to get a quote online and then received excellent customer service from Bradley H. to complete my policy purchase over the phone. I have shared this company information now with other business owners for their policy needs.
Dawn Torres-Gale
Dawn Torres-Gale
22:11 08 May 20
This company was very precise with explaining services and made sure I chose the right business insurance coverage, great customer service at purchasing.
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Nekeisha B.
01:30 05 May 20
Amazing
Jasmine Q
Jasmine Q
14:31 02 Dec 19
Trish is the most patient, professional and understanding insurance agent I’ve ever worked with. Trish has taken care of all my business insurance needs for the last couple years. I am really happy that I found an insurance agent that I know will take care of me & all of my concerns. I feel like a valued customer & I appreciate the great customer service that I get every time!!THANK YOU!
Dr. Youssef C. Atallah
Dr. Youssef C. Atallah
17:21 14 Nov 18
Tricia helped me get insurance for my business. The task of obtaining a quote was really starting to frustrate me until I was referred to BizInsure through a different agency. Tricia got me a quote fast, and even took a down payment over the phone and issued the proof of insurance the same day. a+ service, would do it again in a heartbeat!! Thank you!!
Josh Mariscal
Josh Mariscal
18:07 22 Jun 18
BizInsure was a great find! I did not have to fill out applications, and Tricia was able to quote and bind business insurance for me within half an hour.
Allison Young
Allison Young
17:28 21 Jun 18
Started doing business again and needed a policy fast. Ramez was reasonable, helpful and the rates are OK. Buyer beware? Sure, for me it turned out OK this time. Worth a call.
Mark Wallace
Mark Wallace
23:42 13 Nov 17
Daniel Scott
Daniel Scott
15:15 27 Jun 17
Great customer service. I've been very inpressed with my dedicated representative that had helped me navegate my insurence needs. Thanks so much!
Graham Blair
Graham Blair
22:12 23 Jun 17