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How to Create a Small Business Brand



The 21st century and today’s connected world allow anyone and everyone with a great idea to try their hand at entrepreneurship. Small businesses are taking over the world and they have become a worthy competition to large organizations. This is often thanks to the fact that they are more approachable, more personal, and more relatable – the modern consumer base often prefers doing business with like-minded companies instead of giant, faceless ones. However, to reap these advantages of small businesses, you need to be clear and straightforward about your ideas, values and beliefs. Branding is what differentiates a small business in the sea of others, and here is how you can effectively create your own.

A face and a story

When launching your brand, it’s important to show the people behind it. This will make it easier for them to relate and perhaps even take a liking to your team. So, don’t hesitate to share the story of how your company came to be. Even if the story is not that interesting per se, you can add a few funny details to bring in some character. A few photos of yourself and your team on your website can also add a lot of personality to your brand.

Define your values

Today’s customers are more mindful than ever about who they buy from and who they do business with. For them, respectable values are a priority, one that can be more important than the price. So, make sure you have clear values and that they are shown. Write about your practices and always be transparent. A brand with a unique set of values can create quite a buzz on social media.

Create your visuals

A lot of people immediately think of colors and logos when they hear the word “brand”. This is why you need to come up with effective and unique visuals right from the get-go. It’s best if you consult professionals in this task as you need your logo to be eye-catching but easy to remember. Then, use your logo and colors consistently through all channels: your website, your offices, as well as when venturing out – on your company car and at different events. For example, participating in trade shows is the perfect way to introduce yourself and create important connections with other companies from your industry. You can use handy display stands that will speak volumes about your brand if designed well. In addition, these work well in your office lobbies, meeting spaces and other events too.

Adopt a distinct voice

While visuals are certainly an essential part of your branding, your tone of voice is actually a close second. You have probably already learned that no matter what your business does, being present on social media, publishing content and interacting with your audience is of the essence. When doing so, it’s important that you stay consistent. Create a distinct voice for your brand that fits your values as well as your target audience’s preferences, and make sure all your content follows its rules. Nothing boosts engagement more than publishing content that is useful and valuable to your target audience, and if you keep the quality, the style, the tone and the voice consistent, your following is going to grow consistently too. If there are several people writing all your posts and content, make sure they are well-instructed so that it sounds as if everything was created by one person.


While these cover the basics of branding, once you start, you will find that branding actually permeates all aspects of your business. What you should know is, though, that branding is not a one-time endeavor; it’s an ongoing process. Your brand identity is not a static entity but rather an ever-evolving one. You should constantly work on it and it will slowly develop and become more refined and more complex as time goes by.

Mike is an Australian business consulting specialist. He’s working with companies that outsource their IT maintenance. He often writes about technology, business and marketing and is a regular contributor on several sites.