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Why is branding so important for small businesses?

August 2018Becky

Branding goes way beyond just a logo or company colours. Everything from your logo, your website, your social media personality, the way you answer the phone, to the way your customers experience your products or service, all make up your brand. When you think about your brand, it is vital to think about the entire customer experience.

Having a strong, consistent brand can build credibility and attract the right customers for your business, no matter what size of company you are.

Here at FIG we are passionate about educating small businesses on the importance of branding. It doesn’t have to cost a lot of money to establish your brand and get it right, you just have to be aware of some key principles:

1. Defining your message

To start with you need to be able to communicate clearly who you are, what you do and why people should do business with you. By defining this along with other considerations such as your industry, company strengths and your competitive advantage, you will be able to define your message about who you are as a brand to those inside and outside of your organisation.

2. Be consistent and protect your brand

From the colours and fonts you choose to the type of language you use, be consistent every time. Here at FIG we write full brand guidelines for companies but it could be as simple as having your logo accessible to use and the font and Pantone or CMYK colours you use written down.

3. Brand everything!

Use every opportunity to reinforce your brand, from email signatures, to Twitter, to your website and even your invoices. Brand recognition is important. Recognition builds trust and trust builds customer sales.

4. Why do your customers like you? 

When your company receives positive feedback from happy customers, what do they have to say about your organisation? Why are they happy they selected you instead of the other companies? By listening to your customers’ feedback, you can learn why and how your brand makes a difference.

Use the emotions that your customers express to understand your unique value proposition and brand identity. These emotions can be a powerful tool for fleshing out certain aspects of branding, including colours, fonts and packaging.

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