Why is it so important to build a brand for your business?

Branding can add value to your products and services, and help you stand out from your competitors. Just like Coca-Cola is more than a soda and Ray-Ban is more than a pair of sunglasses.

More than products, what consumers actually buy are the experiences they can have when they buy a product. That’s why small business owners should build a brand to gain traction for their businesses.

You need to define everything from your target audience to brand voice, color palette, and product packaging. Learn how to create a brand that will be loved, trusted, and chosen by your potential customers.

Let’s get started.

What Is a Brand?

A brand is a set of features that distinguishes one company from another. It includes a name, logo, tagline, brand voice, and more. It also refers to the overall customer experience that people have while communicating, interacting on social media, or buying something from your company.

Branding is the process to turn your business into a solid brand that people recognize and trust.

Why Is Building a Brand Important for Your Business?

Branding is extremely important for small businesses as it:

  • Creates a brand identity for your business beyond your products or services.
  • Makes your small business memorable and easily recognizable.
  • Distinguishes your brand from the competition.
  • Supports your marketing strategies and increases their impact on your potential customers.
  • Brings pride to your employees as they’ll be part of a solid brand.

How to Brand Your Business: 6 Steps

When it comes to branding, you need to do much more than designing a logo and placing it on all business communications.

Let’s discuss how to brand your business from scratch.

Step 1: Discover What Your Brand is All About

First things first, you need to define what your brand is all about, who are you catering to, and what you have to offer. A well-documented brand strategy will serve as the foundation of your brand equity building.

Ask yourself:

  • What is the main purpose of your business’ existence?
  • Which products or services will you offer to your customers?
  • Which problems will your product or service solve?
  • How are you different from your competitors?
  • Why should people care about your brand?

Step 2: Research Your Target Market and Competition

Building your brand starts with defining your target audience and buyer personas, and identifying your competition.

You should know who your ideal customers are so that you can cater to their needs, interests, and preferences through your branding campaigns. Understanding your customers will help you boost brand awareness, recognition, trust, and revenue.

At the same time, it is also crucial to research what other businesses are doing to attract your target audience. You should study your competitors’ products and branding strategies to figure out how to outperform them.

Step 3: Pick a Unique Business Name and Register It

Choosing a unique and memorable business name is important for solid branding. You should check with the USPTO’s website to find out if your potential brand name has been trademarked by other brands.

You should also ensure the brand name you choose is available as a domain name. Buy it from a domain registrar such as GoDaddy and build your business website. Also, create a business email address for more credibility.

You need to register your company name as a legal entity type with the state and federal governments. We can help you form an LLC or a Corporation, or register your business as other entity types with our one, simplified business registration application.

If you want to conduct business with a different name than your registered business name, you can also file for a DBA (Doing Business As) in your state.

Step 4: Define Your Brand Values and USPs

Outline the key benefits your brand offers that no one else is offering. This will be the unique selling point (USP) of your business and you can use it for positive brand building.

What’s the one thing that makes your brand different from the other brands in your target market?

It could be:

  • Quick and more transparent customer service
  • More affordable products and services
  • Higher-quality products
  • Time-saving solutions
  • Eco-friendly products and packaging that promote sustainable living

Step 5: Create a Brand Style Guide

You should define your brand’s voice and create a style guide that can help everyone on the team understand how to present your brand to the public.

Your brand’s voice can be professional, friendly, authoritative, or conversational based on your industry and the nature of your business.

Your brand’s style guide should include:

  • Logo
  • Tagline
  • Color palette
  • Fonts and typography
  • Messaging tone
  • Photography style
  • Print and packaging guidelines
  • Website design elements

Step 6: Integrate Your Branding Elements Across Marketing Materials

Make sure that you integrate your brand identity into every aspect of your business, which includes:

  • Website and blog design
  • Content
  • Product packaging
  • Marketing materials
  • Email copy
  • Social media presence
  • Blog posts
  • All branding and marketing resources

Frequently Asked Questions

1. How do I brand my small business?

To brand your small business, you should:

  • Discover what your brand is all about.
  • Research your target market and competition.
  • Pick a business name and register it.
  • Define your brand values and USPs.
  • Create a brand style guide.
  • Integrate your branding elements across marketing materials.

2. What are the 4 steps of branding?

The four steps of branding include:

  • Discovering how you want your brand to be perceived.
  • Researching your target market and competition for better understanding.
  • Picking a business name, logo, tagline, and other visual branding assets.
  • Being consistent to build a strong brand across channels, ranging from product packaging to your company website/blog, and branding collaterals.

All small businesses should follow these steps to build a strong brand and help their target audiences recognize them.

3. How do I legally brand my business?

If you want to legally protect your brand, you should:

  • Register your business as a legal entity type.
  • Trademark your business name, logo, and tagline.
  • Buy a domain name for your business website.
  • Copyright your website content.
  • Copyright your logo design (for added protection).

One example of a brand that has trademarked its business name, logo, and tagline is Nike. The company has trademarked its swoosh symbol, the phrase, “Just do it,” and the name, “Nike,” to legally brand their business.

4. What does it mean to brand your business?

Building your brand refers to creating a distinguishable brand identity or image for your business in the target market. It includes creating a unique brand experience for your customers and potential buyers across touchpoints.

5. What are the key features of a brand?

The key features of a brand include:

  • Brand name
  • Logo
  • Tagline
  • Brand voice and personality
  • Brand story
  • Core values

Ready to Build a Unique Brand for Your Business?

Building a solid brand identity for your business can help you attract, engage, and convert more customers over time. It can help boost the recognition, trust, reputation, and revenue of your company.

Do you need help starting your business from scratch? Get in touch with our business formation experts for advice.

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