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The Essential Guide to Branding for New Small Business Owners
So you’ve started your own business and are looking to create a brand that will stand out from the crowd and help you attract new customers, but where do you start? What do you need to include in your branding strategy?
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What Is Branding?
Good branding is about expressing what makes your business unique and relatable, so consumers will see themselves using your product or service. Consumers are inundated with ads daily — on television, social media, and radio. To get your message across amidst all these other advertisements, you must differentiate yourself from other businesses in your industry. This can be done through branding efforts, such as logos and messaging on your website or storefronts.
How Does Branding Affect Consumer Experience?
Every brand has a story and a personality, and it’s up to you as a business owner to ensure that message is delivered effectively. When done well, branding projects can inspire loyalty and drive repeat business.
Research Your Competition
Before beginning your branding project, look at the successes of existing brands in your industry to understand what features may make your brand successful. Take note of the use of color and the tone of messages.
How Do You Reach Your Target Market?
Once you’ve identified your target market, it’s time to reach them. To find your ideal target market, use digital marketing channels (e.g., LinkedIn, Facebook ads, Instagram) to engage with potential customers and start conversations.
What Kinds of Projects Can You DIY?
There are several types of branding projects you can do yourself. For instance, you can create your own logo, customize business cards and letterhead, build a website, and design brochures and fliers. But if you want to hire someone else to do it all, there are many places where you can find freelancers who specialize in creating logos, websites, and marketing materials. Upwork or Fiverr make it easy to find freelancers at affordable prices.
What Kinds of Projects Require a Pro?
There are a few key areas where hiring a pro can save you time and money. If your company is growing or you want to begin making large-scale investments in advertising and public relations, brand identity may be one of those high-priority projects. Consider reaching out to a professional design firm. A well-designed logo is what people associate with a brand first; it should reflect your values and mission and appeal to your target market.
If you're working with a graphic or web designer and need to email them designs, be aware that compressing a JPG file can harm image quality. The trick is to convert JPG to PDF online to preserve the high resolution. You can also convert multiple JPG files into one PDF, so you don't have to email several images.
Branding Means Loyal Customers
Branding doesn’t have to be complicated. Ensure your target market receives consistent information from you through branding, and consumers are more likely to become loyal customers.
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