Digital Insights

Branding Advice for Small Businesses


Published: July 9, 2013

With a multitude of tasks and things that must be completed, small business owners and leaders can often be overwhelmed by the daunting task of branding a business among the larger marketing budgets and changing technology associated with branding.

But despite the abundance of information about how to best brand a business, there are several small, manageable actions that small businesses and owners can perform in to get the most bang for their marketing budget and efforts.

Branding is an important aspect of garnering attention for a business, regardless of the profit margin. However, the money, budgets and efforts required are nothing if a plan is not created and a brand is not identified in a clear, concise manner. Understanding what business owners and employees want to be known for, example: “quality craftsmanship, loyal, unique, and more” and how they can differentiate themselves from other competitors offers similar things is one of the most vital steps to successfully branding a business or company.

Once a clear idea about how one wants to differentiate a business from the pack is identified, creating a plan that coincides with that idea is the next step to creating a successful brand. In some cases your plan will rely heavily on grassroots and other free channels including social media due to budget.

With social media and the power of web presence emerging as an extremely valuable tool for small and large businesses alike, creating and sharing one’s company culture and identity can be a very cost effective and valuable part of differentiating a brand from others. Identifying actions and events taken within a community can be a powerful part of highlight who a business and its employees are. Creating a sense of identity with social media and one’s website offers consumers a glimpse of who a business is while giving small businesses a voice. In addition, sharing ones brand on social media can help ignite action and community among followers, spreading one’s message and brand.

Small businesses have a unique opportunity to really integrate into a community and share what makes them a apart of a region, neighborhood or place and the people within it. Placing the spotlight on such integration can help consumers and visitors identify with a brand on a completely different level.

Earning the trust of consumers is vital to ensure they can effectively accept a brand’s identity and have faith in who a business is claiming to be. By capitalizing on what make a business uniquely itself, consumers can gain trust that a business and its employees are who they say they are and their product or service will deliver in the areas a company claims it will. If you promise integrity hire people with integrity and if you make claims about having the lowest prices or quality products, then you must deliver or risk being called deceitful.

By developing a plan of differentiation, creating an identity based on one’s unique difference and sharing what makes a business different from others offering similar products or services, small businesses can create a brand that consumers can trust and will continue to share and interact with as time progresses and business becomes increasingly fruitful.