What Are The Most Fundamental Elements To Begin Branding Your Small Business?

by | Jun 16, 2020 | Branding | 0 comments

There Are Three Main Elements:

  1. Purpose Definition

    • Firstly you must communicate a purpose. A powerful brand purpose will communicate how your business plans on changing the world or industry for the better. A powerful and communicable purpose will draw customers in and make them feel included in your brand culture—considering that 37% of customers say they’ll stick with a brand if they are part of a community, this is crucial. A well-defined purpose will make you stand out from your competitors, setting you up for success. In defining your purpose there are two main schools of thought, functional purpose or intentional purpose. The functional view see’s the primary purpose of a business to make make money and to contribute to the economy in the process. On the other hand, an intentional view adopts a more holistic view, wherein the function of a business is to bring good to the world as the organization concurrently makes money. Both functional and intentional purpose definitions are effective avenues to pursue—the deciding question is: what is the true purpose of your business?

  2. Consistency and Relevance 

    • Another fundamental element that must be included in some capacity of your small business brand strategy is consistency. Drifting too far from your core brand identity will only lead to ambiguity. This is because the line of communication between you and your customer will become confusing and you will inadvertently send mixed messages. Earlier I talked about the importance of being able to resonate with people within the first 90 seconds of them interacting with your brand—this is the same idea. To ensure flawless first impressions, it’s important the message you’re sending is consistent. This means that every piece of branding content must be seamlessly interconnected, this includes everything from your writing tone to your color scheme. Just as important as consistency is remaining relevant to the ever-changing world. I know this might sound contradictory to maintaining consistency, but a perfect co-existence must exist between the two in your branding strategy. It can be a tricky balance to strike, but ensuring that your brand’s message is well structured allows you to add dynamic elements to your brand strategy while appealing to new audiences. Additionally, it ensures that you remain relevant in today’s culture while sticking to your roots and identity.

  3. Encourage Customer Loyalty

    • One of the core takeaways from this article should be the importance of customer loyalty when growing your small business, but don’t expect your customer’s loyalty to appear out of thin air. It’s imperative that you reward your customers for choosing your business, give them the incentive to return to you in the future. Although this might seem intuitive, encouraging loyalty through reward and incentive is no simple task. For some customers the reward they seek might be a discount on their next purchase, for another, it might just be a friendly message thanking them for their support and reminding them of their value to your business. Ultimately there is no definitive cookie-cutter branding strategy that everyone can follow—rather, it must be perfectly fine-tuned and optimized for your business’s identity and your customer base.

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