Starting a Business: Brand Identity

July 25, 2023

In today’s competitive marketplace, a business’s brand identity is essential to the success and longevity of their company. A well-defined brand helps differentiate your business from competitors, builds trust with your customers, and creates a lasting impression. Over the next few weeks, we’re publishing a 3-part guide to help small businesses define their brand, set up their services, promote their company, and differentiate themselves using customer feedback.

Welcome to part one, where we’ll detail important tips on why you need to define your brand and steps you can take to create a clear brand identity.

Why define your brand?

  1. Differentiation: A distinct brand helps set your business apart from your competitors. It allows you to communicate what makes your products or services unique, helping your potential customers understand why they should choose you over other options. A strong brand creates a lasting impression, increasing the likelihood of your customers becoming repeat purchasers and increasing customer loyalty.
  2. Trust and Credibility: A well-defined brand builds trust with customers. A consistent brand identity across all mediums establishes credibility, leading to increased confidence in your business. Conveying professionalism as well as expertise and reliability can help reassure your potential customers that you can deliver on their needs.
  3. Targeted Communication: Defining your brand helps you understand your audience better. By identifying your potential customers needs, you can fine tune your messaging, tone, and visuals to hit home with them. Effective communication will strengthen the connection between your brand and your target market.

Steps to create a clear brand identity:

  1. Define your purpose! The first step in creating your brand identity should happen well before your business launches, and that is defining your business’s mission, vision, and values. While some may think a business’s brand is their logo, colours, etc., the most important part is the way people feel and react when they do business with you. Aligning your business’s purpose and values with your potential customers needs will drive an emotional connection that is far stronger than your logo or colours.
  2. Create your brand persona! Your brand’s persona is your business’s personality and it should resonate with your target audience. Decide what you want to be portrayed as; is it friendly, reliable, innovative, an expert, or a combination of those? Your persona should be consistent across all mediums, including your website, social media, advertising, and everywhere you’re your brand is visible.
  3. Design your brand’s identity! This is the fun part! Visual elements such as your logo, colour schemes, and imagery are important parts of your brand identity. Designing a visually appealing and memorable logo is important to make sure your brand sticks out amongst competitors. Choose colours and fonts that align with your brand’s personality and values. Make sure you maintain consistency in all the visual elements of your business to establish brand recognition.
  4. Tell your story! A compelling story helps customers connect with your business on a deeper level. Tell your customers about yourself or your brand’s journey, values, and what your unique selling proposition is. Share this story across a variety of different channels to create brand loyalty.

Your brand identity is a key step for your business to stand out among your competitors. Establish what makes you unique and build trust with your audience. By following these steps, you can create a compelling brand that connects with your customers, increases loyalty, and ensures your business’s success in the long run.

Stay tuned for part two of our guide, Promoting your business!