A Step By Step Guide To Small Business Branding

Are you tired of blending in with the competition and struggling to make your mark in the business world? It's time to get creative with your branding! Having a unique and memorable brand can set your business apart and make you more appealing to potential customers.

Here are some creative brand ideas to help you stand out from the crowd.

Be purpose led, not product led

In recent years, more and more brands have started to adopt a purpose-led approach to their brand, rather than a product-led approach. This means that they focus on their brand purpose – the reason why they exist beyond just selling products or services – and use this to drive their business strategy and marketing efforts. This approach can help brands to develop a more unique brand identity and connect with consumers on a deeper level.

- Patagonia - One example of a purpose-led brand is Patagonia, an outdoor clothing and gear company. Their brand purpose is to ‘build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis’. This purpose is evident in everything they do, from the materials they use in their products to their campaigns and marketing efforts. As a result, they have developed a loyal following of consumers who share their values and are willing to pay a premium for their products.

- Toms - Another example is Toms, a footwear company that operates on a ‘one for one’ model – for every pair of shoes purchased, they donate a pair to a child in need. This purpose-led approach has helped them to stand out in the crowded footwear market and build a strong brand identity based on their commitment to social responsibility.

- Dove - A purpose-led approach can also be used to reposition an existing brand. For example, Dove used to be a brand primarily focused on selling soap and skincare products. However, in 2004 they launched their ‘Real Beauty’ campaign, which aimed to challenge traditional beauty standards and promote self-confidence among women. This purpose-led approach helped them to differentiate themselves in the beauty market and connect with consumers on a deeper level, leading to increased sales and brand loyalty.

A purpose-led approach can help brands to develop a unique brand identity, stand out in a crowded market, and connect with consumers on a deeper level. By focusing on their brand purpose and using it to guide their business strategy and marketing efforts, brands can create a more meaningful and memorable brand experience for their customers.

Tell a Story

One of the most effective ways to connect with customers and build a loyal following is by telling a story. Your brand story should highlight what makes your business unique, what challenges you've overcome, and what motivates you to do what you do. Make sure your story is authentic, relatable, and inspires emotion. Share your brand story on your website, social media, and any other marketing materials.

However, finding creative ways to do so can be a challenge. 

Examples of how companies can tell the story of their brand in unique and memorable ways.

- Create a brand video - A brand video is an excellent way to tell the story of your brand in a compelling and engaging way. It can include interviews with the founders, behind-the-scenes footage, and customer testimonials. The video can be shared on your website, social media, and other channels.

- Use social media to share your story - Social media platforms are a great way to share your brand story with a wider audience. Use Instagram, Facebook, or Twitter to post photos, videos, and stories that highlight your brand's personality and values. Share content that reflects your brand's story, whether it's the journey of your product or service, or the inspiration behind your brand.

- Host an event - Hosting an event is a great way to connect with customers and share your brand story in person. It can be an intimate gathering, a launch party, or a workshop that provides value to your target audience. Incorporate your brand story into the event, whether it's through signage, product demos, or a presentation.

- Incorporate storytelling into your packaging - Your packaging is a great opportunity to tell the story of your brand. Include a tagline or message that reflects your brand's values and mission. Consider using eco-friendly materials to highlight your commitment to sustainability. This can create a memorable experience for customers and increase brand recognition.

- Use influencers to tell your story - Influencer marketing is a popular way to reach a wider audience and share your brand story. Work with influencers who align with your brand values and mission. They can create engaging content that highlights your brand story and shares it with their followers.

Create a Memorable Logo

Your logo is the visual representation of your brand, so it's important to create one that's unique and memorable. Think about the colours, fonts and symbols that best represent your brand's personality and values. Consider hiring a graphic designer to create a professional and eye-catching logo that stands out from the competition.

Creating a memorable logo is a key aspect of building a successful brand. A well-designed logo can be instantly recognizable and help to establish brand identity. Here are some creative ways companies can develop a memorable logo.

- Use negative space - Negative space is the area around and between the subject of an image. It can be used creatively in logo design to create a memorable and effective logo. For example, the FedEx logo has a hidden arrow in the negative space between the ‘E’ and the ‘x’.

- Emphasise simplicity - A simple logo design can be more effective and memorable than a complex one. Think of iconic logos like Apple or Nike, which are both simple but instantly recognizable. A simple logo can make a lasting impression on customers.

- Incorporate a symbol - Using a symbol in your logo design can create a memorable and recognizable image. For example, the Twitter logo uses a simple bird symbol that is instantly recognizable. A symbol can be a powerful way to represent your brand and make it more memorable.

- Experiment with typography - Typography can be a powerful tool in logo design. Consider experimenting with different fonts and styles to create a unique and memorable logo. For example, the Coca-Cola logo uses a distinctive script font that has become iconic.

- Use colours strategically - Colours can have a strong emotional impact and can be used strategically in logo design to create a memorable image. For example, the red and yellow colour scheme of the McDonald's logo is instantly recognizable and has become synonymous with the brand.

Create a unique tagline

Please provide a guide for businesses to create a unique tagline that helps them stand out from the competition. Use around 200 words.

A tagline is a short phrase or slogan that encapsulates the essence of a brand and helps to communicate its unique value proposition to customers. A strong tagline can help a business to stand out from the competition and build brand recognition and loyalty.

Tips for creating a unique tagline:

- Know your brand - Before you can create a tagline, you need to understand what your brand stands for and what sets it apart from the competition. Think about your brand's values, personality, and unique selling proposition.

- Keep it short and memorable - A tagline should be short and easy to remember. Ideally, it should be no more than 5-7 words. Make it catchy and easy to repeat.

- Focus on benefits - A good tagline should communicate the benefits of your product or service to the customer. What problem does it solve? What makes it unique?

- Use strong language - Use strong, active language to create a sense of urgency or excitement. Avoid vague or generic phrases that could apply to any brand.

- Test it out - Once you have a tagline, test it out on your target audience. Get feedback and see how well it resonates with them.

Some examples of successful taglines that are short, memorable, and communicate the unique value proposition of each brand:

- Nike's: Just Do It

- Apple's: Think Different

- Coca-Cola: Taste the Feeling.

Use Consistent Branding

Consistency is key when it comes to branding. Make sure your brand colours, fonts, and tone of voice are consistent across all platforms, including your website, social media, email marketing, and any other marketing materials. This will help establish brand recognition and build trust with your audience.

Consistency is key when it comes to building a strong brand identity. In order to ensure that your company's branding is consistent across all platforms, it's important to follow these steps.

- Develop brand guidelines - Create a set of brand guidelines that outline the visual and messaging elements of your brand. This can include the logo, colours, typography, tone of voice, and other elements that define your brand.

- Train employees - Make sure that all employees understand and adhere to the brand guidelines. This can be achieved through training sessions, workshops, and regular communication.

- Use templates - Develop templates for marketing materials, such as presentations, flyers, and social media posts. This can help to ensure that all marketing materials are consistent and on-brand.

- Monitor social media - Regularly monitor social media channels to ensure that all content and interactions align with the brand guidelines.

- Conduct audits - Conduct regular audits of all marketing materials, both online and offline, to ensure that they are consistent with the brand guidelines.

By following these steps, companies can ensure that their branding is consistent across all platforms to help establish a strong brand identity and build a loyal following.

Personalise Your Brand

Personalising your brand can help build a stronger connection with your audience. Consider incorporating personal touches, such as handwritten notes, personalised emails, or custom packaging with customised rubber stamps. Show your customers that you care about them and appreciate their business.

Customised rubber stamps are an affordable and effective way to personalise a company's brand and products. They can be used in a variety of ways, from branding packaging and stationery to adding unique designs to products.

Here are some examples of how companies might use customised rubber stamps to personalise their brand and products:

- Branding Packaging - A company can use a customised rubber stamp to brand its packaging with its logo or other branding elements. This can help to create a consistent and professional look across all of its packaging.

- Personalising Stationery - A customised rubber stamp can also be used to personalise stationery, such as business cards, envelopes, and letterheads. This can add a unique touch to the company's correspondence and help it stand out from the competition.

- Creating Unique Designs on Products - A company can use a customised rubber stamp to create unique designs on its products. For example, a bakery could use a stamp to add its logo or a decorative design to its baked goods. This can help to create a more memorable and personal experience for customers.

- Promotional Items - Customised rubber stamps can also be used to create unique promotional items. For example, a clothing company could use a stamp to create branded tote bags, t-shirts, or other promotional items.

Overall, customised rubber stamps offer a cost-effective and versatile way for companies to personalise their brand and products. By incorporating customised rubber stamps into their branding strategy, companies can create a more consistent, memorable, and professional image.

Explore our custom stamps here

Be Socially Responsible

Consumers are increasingly interested in doing business with brands that are socially responsible. Consider implementing sustainable business practices, supporting local charities, or partnering with organisations that align with your brand values. This can help build a positive brand image and attract socially conscious customers.

In today's world, consumers are increasingly looking for socially responsible companies to support. Businesses can become more socially responsible by taking steps such as reducing their carbon footprint, supporting ethical labour practices, and giving back to the community. By doing so, they can also use their activity to support the development of their overall company brand.

One way to do this is to create a corporate social responsibility (CSR) program. This program can be used to communicate the company's commitment to social responsibility and to showcase its efforts to consumers. For example, a company could launch a campaign to reduce its environmental impact by implementing sustainable practices, such as reducing waste and using renewable energy sources. This can help to enhance the company's reputation and increase consumer loyalty.

However, it's important to avoid 'green washing', which is the practice of making exaggerated or false claims about a company's environmental or social responsibility. Instead, companies should genuinely 'walk the walk' and take concrete steps to become more socially responsible. This can be achieved by setting clear goals and metrics for the CSR program, such as reducing carbon emissions or supporting a specific cause, and regularly measuring progress towards those goals.

In addition, companies can be transparent about their CSR efforts by sharing information about their initiatives and progress with consumers. This can be done through social media, blog posts, or other communication channels. By doing so, companies can build trust with their customers and demonstrate their commitment to making a positive impact.

Offer a Unique Customer Experience

Providing a unique and memorable customer experience can set your business apart from the competition. Consider offering personalised consultations, hosting events or workshops, or providing exceptional customer service. Make sure every touchpoint with your customers is a positive and memorable one.

Customer service is a crucial component of building a strong brand and brand reputation. Companies can use their customer service to create positive interactions with customers, which can lead to increased customer loyalty and positive word-of-mouth referrals.

- Your people - One way that companies can use customer service to build their brand is by ensuring that their representatives are knowledgeable, friendly, and responsive. This can help to create a positive customer experience and build trust with customers.

- Solving problems - Another way that companies can use customer service to build their brand is by going above and beyond to solve customer problems. For example, a company might offer a customer a refund or replacement for a product that they are unhappy with, even if the product is out of warranty. By doing so, the company can demonstrate that it values its customers and is committed to providing excellent service.

- Harvest feedback - Finally, companies can use customer service to build their brand reputation by actively seeking out feedback from customers and using that feedback to improve their products and services. By doing so, they can show that they are committed to continuous improvement and to meeting the needs of their customers.

Customer service is a powerful tool for building a strong brand and brand reputation. By providing excellent service, going above and beyond to solve problems, and actively seeking out feedback, companies can create positive experiences for their customers and build a reputation as a trusted and customer-focused brand.

Offer a Unique Customer Experience

Collaborating with other like-minded brands can help expand your reach and introduce your brand to new audiences. Consider partnering with complementary businesses to create a co-branded product, hosting a joint event, or cross-promoting each other on social media.

- Uber & Spotify - This collaboration allowed Uber riders to play their own music during their rides, using the Spotify app. It worked well because it created a more personalised experience for riders and helped to differentiate Uber from its competitors.

- GoPro & Red Bull - This collaboration involved the creation of extreme sports videos using GoPro cameras and sponsored by Red Bull. It worked well because it combined the excitement and energy of extreme sports with the high-quality, first-person footage provided by GoPro.

- BMW & Louis Vuitton - This collaboration involved the creation of a luggage set designed to fit perfectly in the trunk of a BMW. It worked well because it brought together two luxury brands and provided a practical solution for travellers.

- Adidas & Parley - This collaboration involves the creation of shoes and apparel made from recycled ocean plastic. It works well because it addresses environmental concerns while also appealing to consumers who value sustainability and ethical production.

A creative brand can be the key to standing out from the competition and building a loyal customer base. By telling a compelling brand story, creating a memorable logo, using consistent branding, personalising your brand, being socially responsible, offering a unique customer experience, and collaborating with other brands, you can create a brand that's truly unique and appealing to your target audience. So get creative and start building a brand that sets you apart!