Branding for your small business shouldn’t be seen as something optional – in today’s competitive market, it’s necessary. When branding is done well, it completely changes your audience’s perception of you and increases your profitability.
Successful small business branding doesn’t skip building out a strategy. It also requires having a clear idea of your audience and your brand identity. You can’t build a reputable brand for your small business without first having a foundation to build on.
Let’s dive into how you can build an unforgettable brand for your small business.
Small Business Brand Design Tips
Branding before your website
Branding should always come before you build your website. Branding creates the foundation for your website. The website you ultimately design will only work if it has a clear and cohesive brand behind it.
Throughout the branding process, you’ll also get really clear on different aspects of your brand and business that will help create a website design that truly speaks to your clients. This can include things like your brand voice and messaging, why you are doing what you are doing, and who you truly want to connect with.
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Don’t settle for a logo; it’s never ‘just a logo’
Your logo is essential. It’s how people recognize you, and it’s your opportunity to make a strong first impression. However, your brand isn’t just a logo. There are so many different parts that go into creating a successful brand and you want to ensure that you have every piece in your own.
While you do need a primary logo, you also want to have alternative logos and other marks that you can use to identify your business. This way, you have flexibility in how and where you can use your branding.
Your brand also includes your font suite, your color palette, and even a brand pattern. All of these together create a cohesive brand identity that you can use across every platform where people interact with you.
On the same note, don’t get too caught up in your logo or it being literal. You don’t have to have a pen in your logo as a copywriter, and sometimes doing something more out of the box can help you stand out from your competitors.
Clear your small business name with an attorney
As a small business, all it takes is one cease-and-desist from someone multiple states away with the same trademarked name to land in some serious hot water. To prevent this, don’t hesitate to invest in an attorney and protect yourself first.
The peace of mind and confidence that this can give you as you create your new brand and build the foundations of your business is absolutely worth the investment.
Small Business Brand Essentials
Here are the brand essentials you need:
A brand strategy
If you want a brand that connects, converts, and makes sense to the people you’re trying to reach, strategy is non-negotiable, and this is where your branding process should start.
A brand strategy is a rock-solid plan that forms the foundation of your brand and your branding. It defines the overall direction and messaging for your brand and business, including your target audience, mission, and voice.
It’s not just your brand personality and values (which matter); the messaging will be even more critical. A solid brand strategy helps you articulate your core identity, differentiate your small business from competitors, and scale and continue growing your business.
Brand Design
After you’ve done the strategy work, you’re ready for the visual identity that most people mistakenly start with. Remember, strategy should always come first so that your design actually means something and helps you build brand recognition.
Your brand design will likely include:
- A complete mark and logo suite
- Font system
- Moodboard
- Color palette
- Creative direction and brand templates
Don’t skip over your brand values
Brand values are the non-negotiable principles that guide the decisions you make in your business. It’s essential to choose values you actually believe in and that authentically represent your small business brand.
At Bethany Works®, this is what we believe in.
Copywriting
Copywriting should be informed by your brand strategy, and it covers all the words on the page, such as your website, emails, social posts, and sales pages.
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Your copy needs to do three things:
Match your brand voice: If your strategy identified you as direct and no-nonsense, your copy should reflect that. If you’re warm and conversational, that brand tone needs to carry through every piece of content you create.
Be optimized for SEO: Beautiful words that nobody finds won’t grow your business. Your copywriting needs to include strategic keywords, meta descriptions, and content structure that helps search engines understand what you offer and who needs it.
Be written with conversion in mind: Every page should move readers toward action, whether that’s booking a call, joining your email list, or making a purchase. Your copy should address objections, build trust, and make the next step obvious.
Good design draws people in, but your words are what move them to actually DO something.
Customer experience
Your customer experience should be about fulfilling your brand’s promise. As a small business, customer experience when it comes to designing your brand simply can’t be overlooked.
By focusing on creating a positive customer experience from the moment a user lands on your website, your social media, and your other marketing channels, you’ll build lasting relationships and sustainability for your small business.
Build a website
Branding and a website go hand in hand. Intentional branding and a strategic website set you and your small business up for success. Your website should showcase your brand’s personality and values while creating a seamless user experience that keeps visitors engaged.
Remember, your website is not about you – it’s about your ideal client/customer. Guide your website visitors through a journey. Each page on your website should have a clear purpose. While you do want to mention you or your team on your website, it shouldn’t feel like the entire site is a story about you.
Potential customers should leave your website feeling like they fully understand you, your product or service, and know precisely how you will help them. If you want to learn more about what you should include as part of your small business website, go here.
Ready to Design Your Brand for Your Small Business?
Hopefully, this helps you as you work through designing your brand for your small business. Remember, effective small business branding goes far beyond a pretty logo, color palette, or font suite.
At Bethany Works®, we specialize in psychology-backed brand strategies for fierce visionaries and tenacious creatives on a mission to elevate their brand. Our branding process uncovers your unique positioning to express your small business brand in a way that truly resonates with your audience.
If you’re ready to stop leaving money and impact on the table and craft a unique small business branding identity, learn more about our design services here or get in touch with us here!
