Brand Identity Is Crucial For Small Business Success

brandIf you are trying to generate some serious brand equity, you first need to target the image you are conveying to consumers as you’re marketing your small business.

Public perception means everything for companies these days. For better or for worse, increased use of the Internet has made it easy for consumer opinions to be swayed. When you are branding your business, even the most minute detail of your advertising campaigns could go viral. This means that you will need to be careful about everything you put on the Web over the course of your marketing initiatives.

The key to successful online advertising is to connect yourself and your company with positive messages. According to Small Business UK, creating and reinforcing a specific brand identity is crucial for small businesses. By hitting the same points in a continuously creative manner, you will be able to drill certain associations into Internet users’ minds, which will ultimately help you develop a unique company image.

Attach an image to your brand

You may take this literally. Fox 54 stated that you should design an effective logo that encapsulates everything that you want your brand to stand for.

“Your brand begins with your logo. Your logo is a visual representation of the character of your brand and is followed through on all of your communication efforts,” explained Daniel Hanners, instructor of graphic design for The Illinois Institute of Art in Schaumburg.

Any image that you decide to attach to your business will automatically come to mind whenever consumers think of your goods and services. Because of this, you will need to take a lot of time and consideration before settling on a certain design.

The news source advised that you weigh a few factors before picking a single image to serve as your organization’s logo. First of all, you should reflect long and hard about who you are as a business and who your customers are. This will allow you to pinpoint precise values and attributes, which you can then be sure to incorporate into your design.

Additionally, you will need to convey exactly how your brand stands out from those of your competitors. As a result, your logo must command attention. You will should work to strike a balance in this case. It will need to be innovative enough that it is instantly recognizable, but for the right reasons. Because a logo will be the face of your operations, you shouldn’t use it as an opportunity to shock and awe – keep it clean and tasteful.

Going beyond the obvious

smb_coffeeJust because people talk about this all-powerful “brand image,” you should recognize that going visual when marketing your small business is not the only way to reinforce a strong message online. Business 2 Community explained that there are other methods that you can help you with branding your business – the possibilities are not limited to elaborate logos.

Content marketing is the newest, most effective way of generating better brand equity throughout the online consumer community. Through this medium, you will be able to spread your message by actually giving your company a voice. You will no longer need to rely on the use of advertising images, which can be left up to interpretation, when marketing your small business.

Instead, the news source pointed out that content will help you express expert opinions about a number of topics pertaining to your industry. This way, you can flaunt your wealth of knowledge. Not to mention, you can clearly articulate your brand values through your posts, which can let you connect with consumers.

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Amy Atwood

Amy has over 10 years of experience in the Telecommunications industry and has held various positions in retail, call center sales, operations, project management, and corporate communications. She is currently a Marketing Manager with the Cox Corp. Marketing Team, responsible for ideating, creating and implementing marketing programs and campaigns to build brand awareness and drive demand across multiple sales channels.