Are you just starting out with a new business?
Does your existing business presence need a recharge?
Well it’s your lucky day! In this blog, Little Biz Marketing will cover everything you need to consider to nail your business branding!
If you simply don’t have enough hours in the day or are lacking the expertise, contact Little Biz Marketing for additional support and a free 30-minute consultation.
7 SECONDS … That is the amount of time you have to GRAB your target audience’s attention, make a strong FIRST IMPRESSION and convince them to TAKE ACTION.
Having a clear, memorable brand is essential to making the most of those 7 seconds.
What is ‘Brand Identity’
The promotion of a particular product or company by means of advertising and distinctive design.
Think of your brand identity like your shop window. It’s what your customer sees before they’ve even walked through the front door and it’s your opportunity to make an excellent first impression.
But it is so much more than just your logo…
BUSINESS NAME | LOGO | TONE OF VOICE | VALUES | COLOURS | IMAGERY
FONT STYLES | EXPECTATIONS |PERSONALITY | GOODS & SERVICES | MESSAGING | YOUR STORY
A strong brand will elevate your business and help build recognition and loyalty with your target audience.
If you are starting from scratch and creating a NEW brand for your business, you will firstly need to explore your answers to the following questions:
Who are your target audience?
• Understand what they need, what they are looking for and where they are.
Who are your competitors?
• What can you learn from them? What looks good / doesn’t look good? What works well / doesn’t work well?
• How are you different?
• Whilst some competitors might inspire, don’t be tempted to imitate another brand.
What is your style and personality?
• Are you likeable?
• Are you authentic?
• What tone of voice best reflects your brand (eg. friendly, conversational, formal)?
What is your vision?
• What do you want to achieve?
• How do you want to be perceived?
What are your values?
Customers are attracted to brands that share similar values with them. When you showcase your values through your branding, potential customers will develop an emotional connection to you.
• What are your business values - things that you strongly believe in such as honesty, providing value and integrity?
• What words would you love your clients to use when describing your business?
What is your message?
It is important to identify THREE key messages that will in turn help communicate your brand’s values to your audience and help you to stand out in your market. Think about:
• Why did you start your business?
• Your ideal client and what you want them to take away / understand / remember.
• What do you want to be known for?
• What makes you stand out?
• Why should people buy from you? What value will you provide?
• A meaningful tagline or statement that captures your messaging in one sentence.
A ‘Brand Kit’:
A ‘brand kit’ includes all the detail of your brand identity. It contains the important visual elements of your brand, such as your logo, colour palette, text fonts and imagery.
It should also include explanations on where and how to use your brand. To ensure consistency of your brand’s execution and messaging, your employees should also familiarise themselves with the kit to guarantee everyone is speaking the same language.
Designing your logo:
The foundation of your brand is your logo. Its purpose is to give a unique, visual representation of your company.
Little Biz recommendations:
• Keep it simple.
• Be relevant.
• Be innovative - leave an unforgettable impression.
• Give high impact - stand out from your competitors – ensure your audience will recognise it as soon as they see it.
• Make it scalable so that it looks great whatever the size – ensure it is readable when small (eg. mobile phone).
• Make it timeless - so that it does not date quickly. Think about how it will evolve.
Choosing your colour palette:
Did you know that colours affect how we feel subconsciously? When designing your logo, choose a colour palette to appeal to your ideal audience and reflect your brand’s personality. Narrow down your logo to 2 or 3 colours and identify the hex codes so that you can replicate the colours accurately on different software.
RED = Exciting, Energetic, Brave, Passionate
BLUE = Responsible, Honest, Loyal, Trustworthy
ORANGE = Confident, Enthusiastic, Creative, Friendly
PURPLE = Imaginative, Compassionate, Sensitive, Mysterious
GREEN = Safe, Reliable, Balanced, Healthy
BROWN = Reliable, Honest, Friendly, Committed
BLACK = Professional, Dramatic, Controlled, Elegant
PINK = Playful, Compassionate, Approving, Loving
YELLOW = Happy, Energetic, Creative, Optimistic
Choosing text fonts:
Little Biz recommendations:
• Choose 2 or 3 different text fonts in your font family and stick with them - they can be contrasting.
• Try not to use trendy fonts as they will date.
• Try not to use handwriting style fonts for lengthy text.
Using strong imagery:
Little Biz Fact: Did you know potential customers will only retain 20% of what they READ but will recall 80% of what they SEE. Remember this when creating content and make sure you source and use great images so that your audience will remember YOU.
If you have the budget to invest in a professional photographer, you can produce a catalogue of stock images that will reflect your brand and messaging. From profile images, action shots and flat-lays – make sure you provide your photographer with a brief before you go on a shoot.
Little Biz recommendations:
• Choose and use images that showcase your brand personality.
• Important: When sourcing and using images, make sure you have the appropriate permissions.
• Try to tell a story through your use of images, not just headshots.
• Where appropriate, include your logo on images – it prevents others using your images and shows off your business.
• Make sure your images are sized correctly for the different social media platforms.
• When creating infographics (rather than photography) use your brand colours (ask your designer for the hex codes).
What if you already have a logo and brand identity?
If the following statements apply to you, the time may have come to think about refreshing your current brand or having a total rebrand:
• Does your current logo look tired and dated?
• Has your business changed (new products or services)?
• Is your brand image no longer relevant (has your target market changed)?
• Is your brand identity sending mixed messages (does your brand still align with your vision)?
• Are you struggling to grow your business and audience reach?
• Is your brand consistent across all platforms?
• Do you stand out from your competitors?
The Importance of Consistency:
Little Biz Fact: Did you know potential customers make decisions with their subconscious brains? They are always looking for shortcuts to making choices. Consistency helps their subconscious brains make decisions.
By keeping your brand journey consistent (ie. your logo, your social media, your website content, your printed material etc.) you are making things easier on their brains!
If you are NOT consistent with your brand, it can look unprofessional, erratic, confusing and unpredictable. A customer will only buy into a brand that they recognise and trust.
• Looks professional.
• Demonstrates your attention to detail.
• Builds and develops trust with your customer.
• Makes the customer journey smoother.
Business profile tag names and handles:
Ideally your social media platforms (eg. Website, Facebook, Instagram, Twitter etc.) should carry similar tag names and handles. For example, www.littlebizmarketing.co.uk, @littlebizmarketing, @little_biz_marketing.
It is important that your profile tag name reflects what you do and makes it easy for your audience to find you.
Look at your Facebook and Instagram ‘insights’ to identify the best times to post (ie. when your audience are online). Schedule your posts in advance to demonstrate consistency. Basically - SHOW UP.
Your brand strategy:
Your brand strategy is HOW, WHAT, WHERE, WHEN and to WHOM you plan on communicating and delivering on your brand messages:
|How||• What is your budget?
• How will you execute?
• What obstacles might you encounter?
|What||• What is your story / 3 key messages?
• What do you need?
|Where||• Think about appropriate places to promote / advertise / distribute / communicate (visually and verbally).|
|When||• What are your timescales?|
|Whom||• You don’t need to attract everyone, just the right people.|
Your audience may not even need your product or services right now, but by having a clear strategy and making sure your branding STICKS, it will guarantee these potential customers will remember YOU and return as paying customers when they are ready.
Where can you showcase your brand?
|• Signage (shop front, banners etc.)||• Social media|
|• Posters||• Website|
|• Printed advertising||• Online advertising|
|• Merchandise||• Blogs and features|
|• Brochures and flyers||• Email newsletters|
|• Menus||• Promotional photography / videography|
|• Packaging||• Presentations|
Whether its time or expertise you’re lacking, Little Biz Marketing offers you cost effective, hands-on support, giving you more time to focus on running your business. Get in touch for a free 30-minute consultation.
Little Biz Marketing
t: 0770 949 3042