Brand identity is an essential part of any business - even small businesses. So, what is a “brand identity?” According to the Branding Journal, a brand identity refers to the unique characteristics that influence a brand’s perceived personality, appearance, and behavior. It’s how your small business communicates, feels, and resonates with your audience. Let’s call it the “soul” of your small business. And this “soul” is essential because it helps differentiate your small business, build trust, and foster loyalty.
Let’s dive into the key elements of a brand identity, how to develop your small business’s brand identity, and put all of those elements into practice.
Key Elements of a Small Business’s Brand Identity
When developing your brand identity, there’s a few key elements that you need to consider, including your logo and visuals, voice and tone, and your core values and mission. These steps are essential, so make sure you don’t skip them!
Now, I won’t harp on the importance of professional design. After all, you’re a small business owner, so spending thousands of dollars on a logo may not be in your best interest. But I will say that your logo is essential, and there’s more than one way to skin a cat when it comes to developing a logo that truly speaks to your business. Do your research when searching for marketing companies that fit your budget, or try your hand at software like Canva. Above all, make sure your logo speaks to the soul of your small business and is consistent throughout all colors, fonts, and imagery.
Developing the voice and tone of your small business’s brand identity is also essential. Think of your voice and tone as the personal of your small business. Are you formal? Maybe friendly? Do you use exclamation points and emojis? Or are you more irreverent and humorous? I do a deep dive into your voice and tone in “Choosing Your Brand's Voice,” so make sure to give it a read!
And last but not least is your small business’s core values and mission. It’s an essential part of building your brand identity and your marketing strategy, too. Core values and a mission reflect what your small business stands for. It serves as your north star, not only guiding your logo and brand voice but also guiding how you essentially conduct your business. Spend time reflecting on this, and check out Honeybook for inspiration!
Steps to Start Building Your Small Business’s Brand
Now that we’ve covered the elements of your small business’s brand let’s dive into the information you need to make it happen. Essentially, you need the following:
Information on your target audience.
A competitive analysis.
Inspiration!
Information about your target audience or ideal customer is the foundation for your brand identity. After all, how can you reach people if you don’t know who they are? Building buyer personas can be a fantastic way to frame your ideal customer. A buyer persona is like an “about me” for your perfect customer and should speak to who they are, what they value, and the specific pain points your small business is solving.
A competitive analysis is also a fantastic tool when preparing your small business’s brand identity. Take a hard look at your competitors and note what they’re doing right and wrong! Then, use this information to understand your target market better and set your small business up for success.
And last but not least is inspiration. Spend some time scrolling social media, looking at advertisements, and even looking at your competitors. It’s important to note colors, logos, fonts, and mission statements that speak to your small business. But you should also note different elements that aren’t your vibe. Not only will this inspiration guide you, but it’s fantastic to share with your graphic designer!
And there you have it! The key elements to building your small business’s brand identity. Spend some time working the steps, including defining your target audience, a competitive analysis, and gathering information. Then, work to build your brand’s logo, voice, mission statement, and core values. Extra credit if you use all that to create your marketing plan and strategy!
And remember, Iron City Social is always here to help you build (or refine) your small business’s brand identity. Contact us today by clicking here!
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