One of the biggest differences between a small mom-and-pop shop and a world-renowned company is the attention paid to brand identity. Big businesses know how to craft one that reaches customers far and wide, while many small businesses often put little to no effort into developing this vital part of a business. The good news is that with a little planning, it’s never too late to put effective branding methods to use.
Boston-based brand consultant and graphic designer Kylie Alexander says there are a few basics that cannot be ignored. “Brand identity is the world that a brand creates for itself that the consumer interacts with,” says Alexander. “The more that you enrich that world as a brand, the more consumers want to be a part of it.”
Whether it’s in advertising, signage, packaging, or whatever else your business uses when it reaches out to customers, anything your customer sees can (and should) be a part of your brand identity.
The name and logo are the clearest brand identity markers, but there are other parts that can be even more important, Alexander explains. “The fashion industry has developed some of the strongest brand identities of recent years using new media and technology. Using everything from short films on their website to live streams of their runway shows, fashion brands market to a new generation of customers.”
It’s possible to build a strong brand on your own, but it’s important to realize that it takes real expertise in design, communications, and marketing. Alexander says perhaps the best way to build a brand is to start in-house, then hire a consultant: “No one knows better than the company what they want the look and feel of the brand to be, so it’s great to establish your own plans first,” she says. “But if you hire somebody as a brand consultant, they can take that vision and make it a reality.”
It has never been easier to find branding help, but who should you choose? Freelancing websites like Fiverr and Elance give you access to hundreds of efficient logo designers and brand professionals at every pay scale. If you spend enough time to find the right freelancer with demonstrated success, it’s possible to get good results at a low cost. But don’t expect to get your whole brand identity through an online freelancer; most freelancers are hired to design a logo, and then move on to the next project.
If you’re serious, you’ll want to hire a branding firm, marketing expert, or consulting company to create your brand identity. “Finding the right consultant isn’t easy,” says Alexander. “Either research brands that you love, or find out who brands you love use themselves. Word of mouth is still the best judge of quality in the industry.”
The good news is that right now is a great time to develop a brand identity for a small business. The market is currently trending towards businesses with an “indie” feel, with even big businesses doing their best to emulate the warmth and authenticity of small businesses. If you can build a memorably distinct identity, your business will be poised to play with the bigger brands in your industry. Take some time to review exactly how you would like your business to come across — and what you would like the overall takeaway for your clients to be — then work to build your brand around that. If you put a little effort in upfront to establish a strong brand, your small business will flourish.
planning, efficiency, collaboration, small business, productivity