Branding is one of the most basic aspects of marketing and creating an image for your business. Even small businesses should have effective branding. This will help you stand out from competitors. It will also help customers identify with your business and build a bond of trust. But where do you start? What constitutes branding and how do you incorporate it into your business? We look at this in detail below!
Step 1: A company logo
A cornerstone of company branding is a logo. It is surprising how many small businesses don’t have a company logo or any type of branding at all. But this is one of the most basic things you can do. A logo is immediately recognizable. It can also represent what your business stands for.
There are many online tools like LogoCreator that you can use to produce professional business logos for free. You can then include a logo in your marketing, website, blog, and printed media.
Step 2: Color Scheme
A color scheme should be decided at the same time, or before making a logo. This is because you will usually utilize your color scheme in the logo. Most businesses have a basic set of colors that are used in their media and marketing. For example, the colors associated with Mcdonald’s are red and yellow.
If you choose a small set of 2-4 colors, you can unify the different aspects of your branding and give them a common theme. Online tools like Canva provide color swatches and ideas for branding colors.
Step 3: Fonts
Fonts are the style that your text is written in. Common fonts include Arial, Verdana, and Tahoma. To create effective and consistent branding, you should choose font settings for your text. This should include the font type, size, and color. You could also choose different fonts for different items like headings, sub-headings, and main paragraph content. There are many free font libraries available where you can browse and download fonts to use like Google Fonts.
Step 4: A slogan, motto, or vision statement
This is not a must, but it can help. Many businesses utilize a catchy slogan or motto as part of their branding. One of the first that springs to mind are “Just do it”, most people will know which company this slogan belongs to! If you don’t feel a motto or slogan is appropriate, a mission or vision statement is still a great idea. This can help focus your business and its branding, it can also give customers a clear idea of what you stand for.
Step 5: Consistent usage of branding across all platforms
Whilst these basic branding elements are important, how you use them is also vital. The main point is that you must use branding elements consistently. A strong brand is not developed if the colors, logo, and fonts you use vary widely across your different platforms.
Everything should use the same logo, color schemes, and fonts where possible. This should include your business website, social media pages, blog posts, and emails. Aside from online marketing, branding should also continue to any offline media like business cards, flyers, and brochures. If you keep your branding consistent, it will be far more effective.
As you can see, creating a basic brand for your small business is relatively simple to start. There are many tools and resources available that anyone can use. Also, you don’t need advanced graphics design skills or editing knowledge to produce things like a logo or color schemes. If your small business is lacking an identity, developing a brand is an excellent place to start!