Developing Brand Identity For Your Small Business

Small business owner standing behind a counter

Even if your business is small, you can still develop a big personality that draws in customers. When developing your brand identity, you want people to remember your products or services each time they need to solve a problem. Companies that successfully make consumers feel good are rewarded with repeat business.

Here are some ways that you can create a dynamic brand identity for your small business.

Create a Stunning Logo

Strong brands typically incorporate visually appealing logos that represent their best attributes. An eye-catching logo can help keep your business in the front of consumers’ minds, allowing them to make a connection between what your business represents and what they like about your services.

Team members meeting to brainstorm new brand identity ideas for a B2B client
Regular communication with your team will ensure a consist and transparent brand voice.

Stay On Top of Your Social Media Presence

Social media is key when building brand identity. To strengthen your brand identity, ensure your business has a presence on most social media platforms. For example, if you’ve only focused on Facebook, you may wish to expand your reach to Twitter, Instagram or LinkedIn. Keep these platforms updated with interesting content that reveals the best of your brand. The look, feel, and messages posted should be consistent with your company’s image and message.

Engage With Loyal Customers and Influencers

A talked-about brand is a successful brand. One of the best ways to keep your audience talking is by recruiting fans and influencers to help share your company’s message. Encourage customers to create online reviews, and reach out to influencers who can increase your brand’s credibility. Audiences tend to listen to their peers, and influencers can create content that keeps them engaged.

Deliver Useful Content

Popular brands deliver value to their audience. Most consumers and companies use the internet to search for information when they have a problem. The search process takes place well before any purchasing decision is made, which gives you the chance to provide potential customers with helpful information. Relatable content that answers the customers’ key questions can help your brand establish authority.

Don’t Forget the Everyday Details

Many marketers believe that they must stay focused on the big picture, which involves creating amazing experiences when building brand identity. However, smaller experiences can really add up when shaping a customer’s perspective of your brand. Creating an easy checkout system and a streamlined customer service department may seem like smaller details to you, but they’re very important to customers. Even using well-crafted messages on customer service correspondence can help you build your brand.

Office desktop setting with paper notebook, glasses, smartphone, Macbook & half filled coffee mug
The little details go a long way. Responding to customers on social media, streamlining a checkout process, and regularly updating content will make your brand stand out.

Focus on Authenticity & Transparency

Honest, ethical brands can build trusting, long-term relationships with customers. This might seem like an obvious fact, but many businesses have ruined customer relationships by not keeping promises, misrepresenting themselves, or even telling a few lies. Dishonest business practices can greatly weaken your brand identity.

Always be forthcoming with customers – if your product or service can’t help them, tell them the truth. Most of the time, customers will appreciate your honesty and return when they believe your company can help them. When making promises, it’s better to under-promise – that way, your customers will be pleasantly surprised when you exceed their initial expectations. It’s also recommended to be transparent about your policies, fees, and other procedures. This type of transparency creates a trusting customer base, which is a key characteristic of a strong brand.

Stand Up for Your Values

What does your company stand for? While some brands try to be everything to everyone, strong brands have clear, well-established values. Customers often find it refreshing when a brand focuses on certain values that are important to them. Whatever causes or values you choose to represent, make sure they are consistent with your brand’s message and product or service offerings.

Final Thoughts

Remember, even the smallest companies can gain big results when employing best practices for developing their brand voice. With these tips, you’ll be well on your way to crafting authentic, engaging messaging that draws customers in and keeps them coming back.

Branding 101: Creating the Right Brand for Your Business

Avatar for Eric Melillo

Eric Melillo

Eric Melillo is a certified HubSpot Inbound Marketing expert, Senior Brand Strategist, as well as a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.


Avatar for Eric Melillo

Eric Melillo

Eric Melillo is a certified HubSpot Inbound Marketing expert, Senior Brand Strategist, as well as a lover of family, friends, and life. He enjoys good health, Tae Kwon-Do and discovering the most influential marketing trends.