/ BLOG

A Comprehensive Guide to Branding for Small Businesses

Jun 16, 2021 · 5 minutes to read

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.

1. 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.

2. 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.

3. 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.

4. 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.

5. 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!

6. 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.

Let's find

The coverage you need for your business

Professional Liability Insurance

Professional Liability Insurance

Get a quote

General Liability Insurance

General Liability Insurance

Get a quote

Business Owner’s Policy (BOP)

Business Owner’s Policy (BOP)

Get a quote

Workers Compensation Insurance

Workers Compensation Insurance

Get a quote

Let's find

The coverage you need for your business

Professional Liability Insurance

Professional Liability Insurance

Get a quote

General Liability Insurance

General Liability Insurance

Get a quote

Business Owner’s Policy (BOP)

Business Owner’s Policy (BOP)

Get a quote

Workers Compensation Insurance

Workers Compensation Insurance

Get a quote

Amy was a delight to work with she help me with finding he right policy for my business I can't thank her enough for her help
I purchased liability insurance for my home care agency, Unlimited Gentle Care, and the process was seamless and straightforward, ensuring that every aspect of our liability was covered. This company also offers a great value for the extensive coverage my company receives
BizInsure was an easy way to purchase insurance for my business.Kaleb especially was a great help.Thanks,Rich Valentini
awsom service, perfect price and great policy
I have purchased General Liability Insurance for the past 4 years at BizInsure for my wedding videography small business. In these 4 years, it has always been a smooth process.There must've been some sort of technical issue (potentially due to my change in address), so my policy didn't auto-renew. I called Bizinsure and talked to Paulina, who was beyond helpful. She was very polite and explained things very well. One small detail that I can appreciate is that she often said my name, which shows that their customer service is intentional about personalized communication.In just a few minutes, we updated my account + renewed my insurance for a 5th year. I highly recommend Bizinsure!
great customer services.
This company allowed us an amazing experience, including very efficient, detail-oriented, and patient guidance from their commercial sales agent, Jenifer. I highly recommend this service for anyone in need of a business insurance policy.
Jennifer was very helpful and great to work with.
Very professional, fast and reliable. I appreciate their knowledge and experience. They have made this journey easier for me.
Very easy to renew! Thank you
super quick and easy process!
I am very satisfied with Bizinsure. No regrets
Very professional, easy, and thorough application process.
BizInsure is efficient and price friendly. I definitely reccommend them to anyone. Thank you.
Very easy to work with, cost effective, prompt renewal and easy to get certificates of insurance instantly. I use them exclusively for my professional and general liability insurance needs as a consultant.
Great process and very efficient.
Friendly and very fast service!
Jennifer Whiscombe, is an amazing agent. She was very knowledgeable, thorough and friendly. I highly recommend.
They make it very easy to buy insurance and renew.
As a business owner I love not wasting time. Thank you so much for giving me more time
Very straight forward, the cost of coverage amount made sense, simplicity was appreciated.
Always easy. Thank you.
A Company that is easy to deal with and that I have used for several years. I appreciate the continued support.
Very easy and affordable!
Responsive and professionalCompetitive price. I highly recommend Bizlnsure as an insurance provider
Your service is easy to renew as needed and your company informs the client in advance for renewal.
It has been a pleasure doing business with Biz Insure Llc.Their representatives are very courteous, helpful and customer service oriented.
Quick and easy....
I follow the instructions & would prefer to paid every month. I did not have the options to pay every month.
Thank you, Amy, for making my experience enjoyable and funny. Thank you so much for your kindness!!!
I'm pleased with the business quote I received from Bizinsure LLC. Thank You!
Very satisfied with the online experience
Been a happy customer for years! Easiest company to receive a quote and get insured. No hassles! Easy payment! Finance plans, if needed!
Love it
Every year, BizInsure is my go to for general and professional liability insurance! Thenrates are unbeatable.
The agent was quick and efficient in generating a quote for my needs.
js_loader
Google Rating
4.7
Based on 285 reviews
×
js_loader