With the tools available to small businesses today, it is possible to build a strong and successful brand without a huge budget, but what should you be concentrating your efforts on? Here are my 5 key points that will help you turn your business idea into a brand that customers will love and your competitors will envy.

Five_tips_for_creating_a_successful_small_business_ brand

1. Consistency, consistency, consistency

Most business leaders agree that building a brand from the outset will help you get a head-start on your competition. Ensuring consistency across your messages enforces the idea of professionalism and cements the identity of your company with your customers. Try to be consistent in all you do and remember that in creating the look and feel of your brand you are trying to make a positive connection with your customers.

2. Simplicity and focus

Take the time to think about what your business is trying to do and what you want it to stand for. Write these objectives down first. When you think about your logo, your strap-line, your colour scheme and your advertising messages, ask yourself if your choices are conveying these ideals and goals to your audience – this will help you create your unique identity. Revisit these objectives each time you send out a new message to your customers, so that you stay consistent with them and keeping building on the connection that made them your customers in the first place.

“You need to focus on designing the stories your customers will share about your brand to others, keep your visual design simple and to the point and deliver your core value in every little detail.”

Emma Jones, founder of Enterprise Nation

3. Your logo or not your logo?

Your logo is important but building a strong brand means communicating your identity and your values. You can have a great website, the best logo or super stationery but if you don’t get your message across to your potential customers in a way that they can connect with these things will not matter. Create some core messages that really convey the key selling points of your business and let you logo and strap-line sit elegantly and reassuringly in the background.

4. Internal communication as well as external communication

Make sure you impart these goals and values to others working in or for your business. Give them the tools to ‘spread the word’ the way you want it spread. This makes everyone in your organisation aware of what you’re trying to achieve. It retains the focus on your key messages and makes consistency the natural way within your company. Ultimately this means less confusion and more direction on the inside of your organisation and your customers will receive a clearer, more powerful, message on the outside of your company

5. Where to start?

Start with your goals. Keep these in mind as you create your logo and your strap-line. Choose your fonts and a colour scheme. Write them down, use them consistently and communicate them to others who are working for you. Use them in your stationery, on your website or blog, use them in your Facebook header and across all your other social networks. Use your key messages on your social networks, your blog and in your advertising. Keep it simple, keep it clear, keep it consistent.

Now you are communicating your business message to your potential customers with purpose, with a definite style and in a consistent manner

– Hey presto, you’re building a brand!

This article originally appeared on pritchard-marketing.net and has been republished with permission.