Branding for Small Business Owners

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Branding is particularly critical for small business owners. You can connect with your audience, separate yourself from competitors, and boost sales with the right branding. If you want to get your branding squared away, here are some tips presented by BosonHub that can help.

Branding Defined

Your company brand is essentially its identity. Visual factors—like your color palette—play a role in branding. Additionally, having a memorable company name that aligns with your products and service also plays a role.

However, branding also involves honing your brand voice. You want your company to have a well-defined personality, allowing you to align all of your communications with that chosen tone, position, and perspective.

A clear brand voice enhances the customer experience. It makes it easier for consumers to anticipate how your company will act and communicate. In time, it creates a level of familiarity, such as what occurs as people transition from acquaintances to friends with people they know.

With familiarity often comes loyalty. Effective branding creates an emotional connection, making customers more invested in your company. Usually, that leads to more sales and referrals, allowing you to increase your odds of success.

Reaching Your Target Market

If you want your branding to be effective, you need a deep understanding of your target market. Getting a good idea about who your target market is requires several steps, so here’s a go-to-market strategy template to help you out. Who your audience is can determine the approach you’ll need to use. For example, the generation your target market mainly belongs to may determine the kind of company personality that’s most appealing. If you don’t choose one that matches their preferences, they may not connect with your company.

As you start defining your target market, you’ll want to factor in:

  • Product or service desirability
  • Where they live
  • Where they’ll shop
  • Age ranges
  • And other demographics

Once you’ve defined your audience, you can focus your approach on them. By making visual identity and brand personality choices that speak to their preferences, you’ll connect with your target market with greater ease. Then, by remaining consistent, you strengthen those bonds, increasing the odds that you’ll secure a lifelong customer.

Choosing Between DIY and Hiring for Branding Projects

When it comes to your company’s brand, you want to take ownership of it. That means pursuing projects that establish your visual identity and voice, ensuring everything aligns with your vision.

However, even though you’re taking ownership, that doesn’t mean you’ll want to handle every project personally. Some projects may fall outside of your skillset or could require too much time and effort to maintain, particularly if you’re focused on other areas of your business. As a result, there may be some that you should DIY and others that are best managed by professionals like BosonHub.

When it comes to DIY projects, skipping the graphic designer and creating your own logo is a great option. With free design apps, you can craft a professional design on your own. You’ll just need to pick a style and icon, add your text, and customize the fonts and colors. Once you do, you’ll have the perfect logo for your needs.

On the other hand, hiring a social media management service could be a better choice than DIY. Your social media accounts play a big role in your branding, so you want to make sure everything is correct and cohesive. If you’re looking for a social media management specialist, you can head to freelance job boards to read reviews, compare experience levels, check costs, and otherwise find the best freelancer for your needs.

Building a brand for your small business requires several steps. Use the guide above to help you get started on your branding journey.

This article is brought to you by BosonHub, the one-stop shop for digital brand creation. For more information, please visit our website or contact us today!

This post is written by Eva Benoit from