Every business has its own identity and personality. Branding helps your target audience see what makes your business unique and why they should buy your goods or services.
When a buyer can connect with a business, it builds trust and credibility that may turn them into a loyal customer. A memorable logo or tagline, for example, boosts recognition and will help the business stand out.
This is why a brand is one of the most valuable assets a business can have, and this is true for international corporations, regional companies, and neighborhood mom-and-pop shops.
What is a brand, and what makes it so valuable?
A brand encompasses all the distinguishing characteristics that differentiate it from its competitors. It is the personality of the company and its target audience’s perception.
Branding aims to shape audience perception and develop a business’ identity and the various elements and materials that reinforce that unique identity.
A good branding strategy will answer why a customer should choose a particular good or service over the competition and care about that brand.
It articulates a promise and sets expectations for a customer’s experience about quality, reliability, customer service, and more.
This, in turn, can influence purchasing decisions and increase a business’ revenue and profitability.
Why is branding vital for small and medium-sized businesses?
A common misconception is that branding only matters for larger companies with astronomical ad budgets to maintain their share of the marketplace.
At Miles, we work with various small and medium-sized businesses on branding projects to help them express their vision and values to the world.
We have seen our customers experience many benefits from their branding efforts that have helped them move their business forward.
Recognition
A 2015 Time article boldly declared that “you have a shorter attention span than a goldfish,” describing a Microsoft study examining the effects of a more digital lifestyle on the brain.
While researchers have debunked the statistic over the years, there’s no denying that there’s a lot of competition for our attention.
Branding can help a small business build that initial recognition and become memorable.
If a logo or short ad stands out in a person’s mind, it can leave an impression that will influence them when it’s time to purchase.
Substance
Increasingly, customers want to build deeper relationships with brands that go beyond transactions. They want to connect with the brands they buy and often see a company’s values as an extension or a reflection of their own values/identity.
A small or medium-sized business can build connections and increase customer loyalty by emphasizing what is essential to its identity and relating it to its customers.
For example, if someone does business with a clothing brand specifically because it cares about sustainability, their choice could be considered a form of self-expression and motivate them to keep buying from that brand as they share the same values.
When small businesses ignore these branding opportunities for customers to purchase their products as a form of self-expression, they are closing the door to building meaningful and valuable connections.
Consistency
A business can no longer rely on a single marketing channel to attract customers as buyers are on their own journeys considering various products and services.
For example, as Gen Z comes of age and enters the workforce, we are learning that social buying is more influential on younger generations.
According to an eMarketer report, roughly 56% of consumers between 18 and 24 years old and 47.5% of 14- to 17-year-olds have purchased something on a social platform.
Still, more traditional channels, like email marketing and print advertising, will also influence buying decisions among various demographics.
Branding ensures consistency across a business’ various marketing channels. It helps a business reach the full potential of its target audience with the right message and tone that aligns with its identity.
As a small or medium-sized business, it’s essential to maintain relationships with your existing customers and find ways to reach new customers. Having a consistent brand identity will help you accomplish both.
Loyalty
If a business can create a memorable customer experience and build meaningful connections, its customers will keep buying goods and services from them.
Repeat and loyal customers are the lifeblood of any business and help it grow, evolve, and sustain changes in the marketplace.
Loyalty and branding also are evident in employee morale and company culture.
If employees feel good about where they work and understand what their employer stands for, they will likely want to stay and help contribute to that culture. Having clear values can help employees make decisions and conduct themselves accordingly.
For example, a small business that believes the “customer is always right” will interact differently than another that values “strongly advocating for what you believe in.”
While this doesn’t mean one value is right and the other is wrong (different businesses have different expectations), documentation can help get everyone on the same page more efficiently and effectively.
By focusing on branding, you can attract candidates that support your company culture and build a more robust and motivated workforce to help you realize your vision and potential.
How to get started on your branding journey
It takes a team to build a brand, and you can utilize your internal resources and seek outside professional help to understand your brand identity and how your target audience perceives you.
Consider what differentiates your business from your competitors and answer the “Why?” questions.
- Why did you choose to start your business?
- Why are you different from your competitors?
- Why should buyers choose your products and services?
As you answer these questions through research and feedback, you’ll learn more about your ideal customer, unique selling points, and the brand story you want to convey to the world.
Along the way, you’ll have to consider whether your name, logo, colors, slogan, voice, and other distinctive elements are aligned with your identity and how to utilize them best to reach your audience.
But don’t worry. You don’t have to go at it alone. Our branding specialists can help you at any part of your branding journey to distinguish your brand from the competition and increase your market share.
From finding suitable archetypes to define your business’ unique personality to creating a style guide that informs your visual element guidelines and communications strategy, we can help you build a memorable brand identity.
