Building a Brand: Tips for Small Businesses

​Building a brand identity is the practice of shaping your business and defining who you are. Once you have defined your brand, you will then be able to take the steps to connect to your customers, increase engagement and hopefully generate interest. When designing a brand, you will need to think about your ethos, mission, and values and incorporate these into every element of your business. 

Research

The first step is outlining the company's missions and values. Take time to address every aspect of your workflow, from thoughts on environmentalism to work-life balance. Talk to your employees to find out what matters most to them.  If you really want your brand identity to be unique, it is worth deeply exploring your values and principles as a business. By understanding these facets of your work, it is more likely that your true identity will stand out in your branding. By doing this, you will effectively promote your message as a business. Furthermore, the more connected you are to your values, the more likely it is that you will cultivate true connections with your audiences.
 
Research is integral in the early stages of brand formation. By understanding the market and audience you hope to tap into, you will have a much better chance of creating a successful brand. Every type of audience you hope to engage will be invaluable in the creation of a successful business. Their hobbies, interests, habits will help mold how you market your brand to the world. Similarly, research of competitive businesses will show you the processes companies are using in similar fields. 

Creating brand assets

Once you have figured out your brand's values and identity, the exciting part can begin. It is time to start translating your ideals into brand assets on your products — these range from color schemes and labeling solutions to typography and graphics. Making these of the highest quality is essential, so make sure to reach out to the right experts about this, even down to the labels you use. Be aware of continuity when creating brand assets. Make sure you have a coherent message and design in all the assets you use. Your message must be clear and legible to your audience.  Do not be discouraged if engagement takes a bit of time to warm up. Tenacity is key, but with perseverance, you will see results. 

Development

​As your brand starts to grow and develop, make the necessary changes to your assets. Whilst branding is invaluable in the early stages of business development and marketing, you must not let this slip as you begin to grow. Furthermore, use tools like social media and data statistics to your advantage. By knowing what works and doesn't work, you will find yourself in a strong position for development. A steady grip on the market gives a better understanding of where the gaps are in your business.
 
Building a brand identity takes time and careful planning. Think of it as though you are nurturing an idea into fruition. A process that cannot be rushed. With the correct care and implementation of marketing tools, you should find that your small business will reap the rewards.