How to start branding your small business

Updated June 2024

Starting a new small business can be tricky. Not only do you need to nail your product or service and build a customer base, but you also need to compete with established companies that often have more money and solid brand recognition. 

It's tempting to save a few bucks by designing your own logo, putting together a haphazard social media strategy, and hoping for the best. However, the most successful small businesses dedicate time and energy to creating a brand before ever launching the business. 

Below are four early branding steps you should pay attention to if you're not sure where to start.

Stand For Something (And Shout About It)

Small businesses known for a cause or movement they care about are becoming increasingly popular. They know they cannot compete with the financial veracity of established companies, so they look for other ways to stand out among the crowd and build a core audience. 

When building your business, take plenty of time to explore this aspect of your brand and identify a meaningful message around the movement. For example, when I started One Nine Design and the Nonprofit Template Shop, I decided to give Kiva a portion of my revenue from client projects. This organization helps entrepreneurs in third-world companies raise capital for their own business ventures. 

I quickly became known locally for this movement, and it even evolved to where clients also wanted to contribute.  

Whether you prioritize sustainability, equality, support for refugees, or any of the thousands of other possible causes, incorporate your support into your branding and build it as part of your business identity. 

Promote An Employee-Centric Focus 

Another emerging issue within the business world is employee relations. Employees have grown weary of worker exploitation, low wages, or unreasonable demands and are quick to use their platforms to speak out, resulting in customers knowing the "inside baseball" of businesses and making buying decisions based on the information. 

Build your employee-centric focus as part of your branding and ensure your customers understand (and see) your commitment to fair wages and employee well-being. This practice speaks to your underlying core values as a company and will help your entire team embrace those values publicly.

You can demonstrate how flexible working schedules allow them to be with their family and focus on their health using an open source distance matrix API to highlight improving their commute time. You can feature employee testimonials in your marketing and ensure your team has a voice in the promotions or events you manage. Or, talk to your team about how they want to be portrayed and honor those insights. 

Create Brand Standards Early

Your business' brand comprises several elements -- your logo, color palette, font choices, visual imagery, and messaging. 

Many small businesses fail because they are built on a product or service. Even if the owner has done significant market research and is filling a niche or specific need, businesses must have a position all their own. To establish a unique brand identity that sets your business apart from competitors, it's important to work with a specialist branding design agency. Another aspect to consider when creating brand standards is the use of Bitly branded links. These can help in increasing brand awareness, as they visually stand out and encourage click-throughs. Additionally, these links are an effective tool to promote specific pieces of content, allowing businesses to easily switch promotions.

Or, if you're having trouble affording a professional branding expert, try working with someone who offers freelance services through Fiiver or reworking your budget to at least include a professional logo and mini-branding session. 

Another alternative is to hire a ux agency that understands your vision about the brand. They will be able to craft your business story and communicate the same to your target audiences. If you are just starting out, remember that getting the user experience is integral to the success of your business.

Another option many businesses are also considering is hiring a brand ambassador agency. Brand ambassadors can help to increase brand awareness and create a buzz around your products or services.

Be Very Clear on Your Brand Position

Many small businesses fail because they are built on a product or service. Even if the owner has done significant market research and is filling a niche or specific need, businesses must have a position all their own. 

For example, I started One Nine Design as a website design company for nonprofits. However, my position differed from the 10+ other web design companies in my area. I wasn't promising to just design a website. I'm a former nonprofit director with 20 years of marketing experience and have led several nonprofit teams. My vision was to create a website design company for nonprofits, using my experience and expertise to speak the client's language. No techy contracts, no overwhelming platforms, and no monthly maintenance charges. 

This position as an expert in the client's field AND design set me apart enough to stay fully booked out for a full four years. 

Whatever you plan to do differently from the competition, make it clear. Lead with the problem you solve and why your solution is the best, and the right audience will find you. 

Key Takeaways

Establishing a brand can initially feel overwhelming, especially if you're excited to start and launch your new business! However, skipping this step and moving straight to sales is a great way to damage your credibility before you even start. 

Ultimately, you want to be a business that people remember and trust. And, you want potential customers to see your value from the very first interaction with you. Your chances of long-term success rise drastically when you begin with your movement or purpose and then develop your brand around your employee-centric message, a clear brand identity, and a strong position. 

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