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9 Essential Branding Tips for Small Businesses

When it comes to running a small business, there are several things you need to remember. These nine branding tips will make a big difference.

Why is it that your competitors get so many more customers than you? They offer similar services, prices, and even operating hours. What else could you be missing?

To be honest, it probably has to do with branding. The bad news is that growing a brand from the ground up takes time and a lot of very specific steps. But the good news is, we’re going to help you achieve successful branding with these expert branding tips.

This step-by-step guide will help you define your company within your particular niche. It also explains how to identify, reach, and deeply connect with your ideal target audience through branding. Read these branding ideas to learn all you need to know.

1. Know Who You Are

Currently, the problem is that your customers don’t know what’s so great/special about you. But you do, right?

If not, then let’s start right there. If there is nothing special about you, then your customers are right to avoid you.

You first need to know, in specific terms, what is uniquely better about your company compared to your competitors. Then, create a brand image that promotes that.

2. Know Who Your Customers Are

Next, what kinds of customers do you want to draw in? If you’re not sure, here are the 3 most important demographics to start with:

  • The same demographics as your competitors
  • The unique demographics to whom your specialized services or products cater
  • New customers who have never tried a brand in your niche before

Here are the important things to know about making your brand attractive to these demographics.

General Tips

First, decide which of these demographics are the most important to focus on. To put it another way, imagine that you only focused on one demographic.

If you did this, which one do you believe would be the most profitable? Whichever it is, make that demographic your primary brand focus.

Also, figure out which demographic would be second-most important, then third, and so on. Then, market your brand to these secondary demographics accordingly.

Poaching Customers From Competitors

Remember that your brand is speaking to everyone, including the loyal patrons of your competitors. What does your brand say to them? It should be letting them know—in loud, obvious terms—the precise ways in which your brand is superior.

Calling Out to Specialty Customers

Most likely, you provide products or services that your competitors don’t. But do any of your potential customers know this?

They won’t unless you tell them. You need to make this clear to each and every consumer that sees or hears of your brand.

Mention it in every advertisement. You can even include it in your slogan.

Attracting Niche Newbies

Lastly, what does your brand say to consumers who have never purchased from or even heard of your niche? Does it tell them that you’re there to answer all their questions? And does it let them know that you offer something they never knew they needed?

Hopefully, you are communicating these messages. If not, make sure that you start.

3. Don’t Change What Already Works

Considering that you’re still in business, you’re clearly doing something right—several things, most likely. What are these strong points that carry your brand the most? Make sure that your brand strongly emphasizes these points to your audience.

4. Start With Visual Design

Now that you know who your brand is speaking to and the messages you wish to communicate, let’s talk about style. That is, your brand needs a visual style that communicates these messages to your audience.

To achieve this, you’ll need the help of an educated and experienced graphic designer. They will help with every visual aspect of your brand including:

  • Color scheme
  • Font style
  • Logos
  • Storefront signs
  • Product labels
  • Business cards

You also need a qualified website designer to make you a website to match.

5. Find a Brand Voice

Now, you need to come up with a brand voice that matches your brand as well as your visual style does. This “voice” is your brand’s personality—what your brand would speak like if it were a person.

You see, people don’t like faceless corporations who speak like emotionless robots. But they do like human beings who speak like actual humans do.

Your brand voice lets your audience know that you’re one of them and that you want to help them/be their friend. Then, your audience responds in kind by befriending you.

It shouldn’t be difficult to create a brand voice. Just take the brand identity/brand messages you discovered in the previous steps and put them into writing.

6. Never Stop Making Content

Speaking of writing, hop to it. Now that you have a brand voice, use it for any and all copy your brand puts out. Start by rewriting any existing copy to match your new voice. 

Then, start creating blog posts, videos, social media comments, etc. Get your voice out there so it can spread across the internet.

This increases brand awareness and authority. Plus, it typically boosts the success of your website.

7. Be Consistent

As we said, you must create content consistently. And all of your content must be consistent with your brand voice. Likewise, wherever your brand can be seen, it should display the same visual style.

Watch out for any inconsistencies and correct them immediately. These discrepancies will thwart all your attempts to establish your brand’s identity.

8. Get Professional Help

Never think that you have to do any of these steps on your own. You don’t, nor should you. Instead, hire:

  • Graphic designers
  • Website designers
  • SEO consultants
  • Content writers
  • Social media managers
  • Website designers

In other words, get the qualified professional help you need anytime you need it.

9. Don’t Blow Your Chance to Impress

Lastly, we want to warn you about the worst possible mistake you could make after all these efforts. After luring customers into your store and boasting of your superiority, you could disappoint them

If you do this, they will never try your brand again. This is worse than if you had never gotten their attention in the first place.

Your store and staff are the true, interactive representation of your brand. Make certain that they’re ready to impress every customer, every time.

Remember These Invaluable Branding Tips

If you want your business to succeed, these branding tips are not optional. They’re essential. Remember what you learned here today and put these tips into practice right away.

Now, don’t hesitate to get the expert help you need for branding, lead generation, and all your digital marketing needs. Contact Evergreen Digital Marketing to get started and we’ll get back to you within 24 hours.


Picture of Mark Hallman

Mark Hallman

Mark works with business to engage their audiences online via targeted marketing campaigns, conversion based websites, and ongoing measurement and optimization.

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