Once you have your logo it’s time to build your brand. A logo alone is not enough to establish a strong brand identity. Building a brand requires a clear and planned approach that goes beyond visuals.
Here are 8 steps to follow to build your small business brand
1. Create Brand Guidelines:
This one is close to our head designer, Sandra Kozleuchar’s heart. We always provide Brand/Style Guidelines to our clients as part of our Logo & Branding Packages for Small Businesses.
Sandra’s reply is “You need brand/style guidelines to ensure visual consistency and maintain a cohesive brand identity. These guidelines should define the correct usage of your logo, including size, placement, colour variations, and clear space requirements. It has your brand colour palette, font choices and usage, and perhaps an image library. The most basic guidelines at minimum are 1 page and the more detailed, for example Apple Identity Guidelines, are more than 50 pages. By adhering to these guidelines, you ensure that your logo and brand identity remains strong and recognizable in every application. Think of them like a set of clear instructions to designers, marketers, and other stakeholders, on how your brand (logo) should look, feel, and sound. Your brand guidelines are there to prevent any dilution or misrepresentation of your brand identity”.
Think of your Brand Guidelines like a set of clear instructions on how your brand (logo) should look, feel, and sound.
2. Craft Your Brand Messaging:
Once you have a clear brand identity, it’s crucial to develop a compelling brand story and messaging. Communicate your brand’s values, benefits, and unique features to resonate with your audience. Define your brand voice and tone. Then make sure it is consistent across all communication channels. Craft key messages that align with your brand identity and reinforce your value proposition. Create a tagline and a Business Bio. Your business biography lets potential customers know who you are as well as what you do. Basically, it helps them determine off the bat whether you’re a good fit for them or whether they even need your products or services in the first place.
3. Design Cohesive Branding Collateral:
Now that you have your logo, it’s time to create a suite of branding collateral. Develop complementary design elements such as business cards, letterheads, email signatures, social media tiles and posts, newsletters, sales brochures. Consistency in design across these materials will reinforce your brand identity and help create a unified brand experience.
4. Integrate Branding Across Touchpoints:
Your brand identity should be presented consistently across all touchpoints. Ensure that your website, social media profiles, packaging, advertising, emails, and customer interactions reflect your brand’s identity and messaging. After that create a seamless and memorable brand experience for your audience, regardless of the platform or channel they engage with. If you want to read more about the importance of creating and maintaining a consistent brand “face”, read our article, Is your brand two-faced?
5. Create Compelling Visual Content:
Visual content, such as images and videos, plays a vital role in capturing attention and conveying your brand message. Another key point is to incorporate your logo into your visual content to enhance brand recall. Whether it’s social media posts, blog graphics, videos, or product images, ensure that your logo is present but doesn’t overwhelm the overall composition.
Every interaction should reflect your brand values and reinforce the message your logo and brand identity conveys and promises to deliver
6. Deliver Consistent Customer Experiences:
Your logo should represent the values and promises your brand makes to its customers. It’s important to consistently deliver exceptional customer experiences that align with your brand identity. From the way you communicate with customers to the quality of your products or services, every interaction should reflect your brand values and reinforce the message your logo and brand identity conveys and promises to deliver.
7. Engage and Connect with Your Audience:
Building a brand requires active engagement and connection with your audience. Leverage social media platforms, email marketing, content creation, and community-building efforts to interact with your customers. Encourage user-generated content, respond to feedback, and create opportunities for dialogue. Building relationships and a sense of community will strengthen your brand’s presence. Also consider collaborations with like-minded businesses to extend value to your audience as well as expand your reach.
Step back and review all your materials and touchpoints to assess if they’re on brand and delivering your brand promise
8. Monitor and Evolve:
Track and measure the impact of your branding efforts. Monitor key metrics such as brand awareness, customer sentiment, and engagement. Analyse the data and gather feedback to make informed decisions about refining your brand strategy. Stay adaptable to market trends, evolving consumer preferences, and emerging opportunities. We recommend doing a brand audit at least once a year, step back and review all your campaigns, communications, and business touchpoints to assess if they’re on brand and delivering your brand promise.
In summary, obtaining a well-designed business logo and brand identity is just the beginning of your business brand-building journey. By following these steps, you can leverage your logo’s power to establish a cohesive brand identity, create a strong online presence, and deliver exceptional customer experiences. Remember, consistency is key across all brand touchpoints, and regular evaluation and adaptation are necessary to keep your brand relevant in a dynamic marketplace. With your logo as a strong foundation, you’re on your way to building a strong brand that resonates with your target audience.
We hope these steps are helpful! Let us know if you have any questions by emailing us: email@example.com
Are you launching a new business and need a logo and brand identity? Need some help?
Check out our small business logo and branding packages, by CLICKING HERE
Book your complementary, no-obligation 15-minute Discovery Call with our Director, Kim MacDonald by CLICKING HERE
About the Author:
Kim MacDonald is the Founder and Director of Spindrift Marketing. Kim is a Marketing, Brand Management and Business Development Specialist who understands the importance of strong alignment between marketing strategy and business priorities. She has over 30 years of marketing experience across the entire marketing lifecycle, in a range of top tier multinational organisations, in industries including Professional Services, Airlines, Financial Services, High Tech, Legal Firms, and MedTech in both Australia and the UK. Kim founded Spindrift Marketing almost six years ago, with the goal of providing small businesses throughout Australia with access to affordable marketing services and solutions that make a difference.
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Speaker – If you are looking for an experienced marketing and knowledgeable business builder to speak at your next event, workshop or podcast, consider Kim. Kim has extensive speaking experience in Australia and the UK and can speak about any topic related to business, entrepreneurship, digital marketing, business leadership, personal branding, social media, women in business, how to start a new business and all manner of business highs, lows and life juggles.
Want to find out more about Kim’s topics, approach and availability for your next event? Contact the Spindrift Marketing team at firstname.lastname@example.org
At Spindrift Marketing we specialise in helping small business realise their full potential. Our team of experienced Sydney-based marketing, creative and website consultants know the marketing lifecycle back-to-front; channels, tools and tactics…we can do it all. But first we work hard to understand your business goals. Then deliver the right marketing for your business, on your terms.
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