How you are going to go about branding your small business is one of the most important things to consider when starting your company (or when making any big changes). This involves the creation of a business ideals, objectives, and values which would eventually be given life through the use of logos and other marketing collateral. Branding is what would set your business apart from the competition and would give it face in your niche industry. It is what provides a public face for your business and gives it some retention value for potential customers and existing clients to remember you by.
Here are some important things you need to consider when branding your small business:
1. Refer to your business’ mission and vision – Every business has its established set of mission and vision. The mission often talks about what the business is set to do while the vision answers more on how the business foresees its own growth. These are important things to look at because these are the components that give value to your branding. It justifies what comes off of the brand that you will create for your business.
2. Consider your business values – Aside from your mission and vision, your business also has specific values which may also become its own business ethics. These are codes that your business live by as it conducts its business. Values may have a bearing on branding because it can dictate what type of key messaging should you include in your business branding. It may give you an idea how you need to project your business as you begin to brand it.
3. Make your logo and tagline complement each other – Logos and taglines are the ultimate symbols of branding. The logo and its corresponding tagline summarizes the whole brand of your business so it should be symbolic enough to explain what your business is all about and what it aims for. You should also make sure that you won’t have any issues with other existing logos and taglines thus far.
4. Identify your marketing collateral – Your business branding will make sense and be widely used in your marketing collateral so identify which ones you would need and for what purpose. Examples of these are company profiles, AVPs, brochures, and even calling cards. You might not need to have these all at once but a business event would call for such materials to be developed. Make sure that when you implement your company branding with these marketing collateral, it stands out exactly the way you have developed it to be in the first place.