Developing a Strong Brand Identity

by Barbara Beauregard
6/9/2015 9:08:27 AM

Just what does a brand mean to your customers anyway? The American Marketing Association defines this concept as any name, term, design, symbol or feature that identifies one seller’s goods or services as distinct from those of others. This essentially means that your brand identity is how you identify yourself and your company’s attributes, strengths, purpose and mission. Great brands are easy to recognize—the Apple logo, the Nike swish—but it’s about more than marketing. A brand must clearly and definitively show a clear mission and foster a sense of customer loyalty that leads to success and longevity. A brand is also one of the most iconic fixed assets of a business, so it must be carefully curated and honed to ensure that it more than adequately represents the business and echoes with your intended customers.

Your brand identity can also carry other corollary benefits for you and your customers. A strong brand identity:

  • Reveals your unique value, specific character as a small company, and highlights your competitive advantages in the market.
  • Reflects the voice of the brand through outreach and interaction with your customers via your website, social media, customer service and video.
  • Improves the customer’s experience with your company by giving your company a unique visual style that customers will come to associate with your company one.
  • Optimizes your ability to increase awareness of your small business and build loyalty with customers.

Here are a few jumping-off points to think about as you start to build the strong brand identity of your business in order to mark you as unique to your customers.

1. Optimize Your Unique Content

Trust is one of the keys to successful marketing so creating and hosting unique and valuable content on your site and social media can help you create trust with your customers and give you a platform by which to engage with them. Comprehensive guides, informative videos, clear and playful product descriptions and compelling information help build credibility for your brand and give you a competitive edge in a world with very short attention spans.

2. Use visual cues to set your small business apart.

Visual devices can be about more than logos. Creating a remarkable and recognizable color palette for your brand can help you shape your identity and how you are seen by potential customers. The use of visual cues for your website, your collateral material and your social media helps you gain traction and creates a unique visual identity for you, your team, and your products. Fonts and colors can also complement your brand and help your customers perceive and internalize your messaging.

3. Understand your relationship with your customers.

Pay attention to what your customers want from you in terms of their relationship with your small business and how you interact with them. If your customers are regularly subscribing to your blog and driving traffic to it, it’s important to keep it loaded with fresh content and invest in its vitality and informative character. If your potential customers’ main interests are figuring out ways to contact you directly and know more about your products or services, invest in bringing those elements to the forefront of your branding strategy. Using Google Analytics or other services can help you understand your customers’ needs, focus your energies on the aspects of your branding strategy that are most successful and engaging, and help your branding strategy become an essential part of your small business success.

Additional Resources to Help Grow your Small Business

White Paper

How Mail Services Help Entrepreneurs Succeed

In today's mobile economy, digital entrepreneurs often work from varying locations. While this can help save money and increase agility, it comes with one big drawback:

Read More >
White Paper

Virtual Assistants Provide a Competitive Edge

Countless small business owners rely on remote assistants or offsite receptionists to help with critical organizational duties. While some are content to offload simple tasks to self-employed, stay-at-home support people, others demand more comprehensive services...NULL

Read More >
White Paper

Virtual Assistants & Remote Assistants: A Comparison

While the traditional virtual assistant is likely to work from home, an executive-level virtual assistant is part of a greater brick-and-mortar presence. This fundamental difference opens the door for extensive training opportunities that broaden the professional's support capabilities.

Read More >
White Paper

Overview of Virtual Offices, Executive Suites and Co-Working Spaces

Work has changed. In an age of instant communication, cloud-based applications, and workplace versatility, the era of the traditional office culture has come to an end. Providers of virtual offices, executive suites and co-working spaces have effectively liberated the nation’s work culture, adding dynamic and energizing new choices...

Read More >
White Paper

Part 1 of 4: Introducing the SBA

For entrepreneurs and small business owners, navigating the tricky terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a major challenge. Fortunately, American entrepreneurs and operators have access to one of the most effective resources in the worldwide market...

Read More >
White Paper

Part 2 of 4: Starting a Small Business

Navigating the complex terrain of creating a sound business plan, forecasting for growth and developing an operative growth strategy can be a challenge for entrepreneurs and small business owners. Fortunately, American entrepreneurs have access to one of the most effective resources in the world via the Small Business Administration (SBA).
... Click to read more

Read More >
White Paper

Part 3 of 4: Managing a Small Business

Congratulations! You have gotten your small business up and running. Now what? This part of our four-part series on leveraging the Small Business Administration to help you launch and manage a small business will focus on the operational aspects of running a business. Whether you need leadership strategies, day-to-day decision making skills
... Click to read more

Read More >
White Paper

Part 4 of 4: Marketing, Sales and Contracting

Understanding marketing and sales as well as the technical complexity of our Internet-driven society gives entrepreneurs a distinct advantage over the competition. This final segment of our four-part report will take a deeper dive into the logistics and philosophy of marketing and sales and their impact on your business success.
... Click to read more

Read More >
White Paper

DIY Marketing Tools

If a business isn’t marketing, its potential customers are not finding it. Small to medium size businesses often struggle with spending hundreds of thousands of dollars on marketing. New DIY marketing tools, however, have eliminated the need to spend astronomical amounts on online and traditional marketing. These tools
... Click to read more

Read More >
White Paper

Virtual Office for Legal Professionals

Law firms (large and small) and solo legal practitioners alike can use virtual office services and spaces to run their entire legal operations or as a supplement to a home office or traditional brick-and-mortar offices. Virtual office services can be particularly useful during trial preparation
... Click to read more

Read More >
White Paper

Finance & Tax Professionals

Finance and tax professionals, whether they work solo or as part of a larger firm, can use virtual office spaces and services to stay on top of their workloads, especially during the busy tax season. Professional virtual office spaces can be particularly useful when back-to-back client meetings are necessary...

Read More >
White Paper

Traveling Entrepreneur

As business people and entrepreneurs continually strive to grow their business, doing so frequently involves traveling around the country to attend networking or tradeshow events, meeting clients and prospects on their own turf, and getting some face-time with colleagues, contractors or employees who may operate in a remote location. Preparation
... Click to read more

Read More >
White Paper

Virtual Office Eguide

Have you ever wondered why some small businesses are successful and others are not and what do these successful companies do to gain an edge over their competition? Through our years of experience
... Click to read more

Read More >