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Branding for Small Business

[ Edited ]
Google Employee
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Google Employee

Branding for Small Business

“A brand is a promise that defines what you stand for in the marketplace.” - Vistaprint

No matter the size of your business, having a strong brand is a powerful way to stand out amongst the competition and build long-lasting relationships with your customers. When it’s done well, branding can create a mental shortcut in your customers’ minds when they’re making a purchasing decision. What is it that makes you different from your competitors? Are you connecting with your customers on an emotional level? As you begin to form your business’ positioning statement, Vistaprint suggests asking these four questions:


  1. What problem are you trying to solve for users?
  2. In very specific terms, who are your target customers (both demographics and psychographics)?
  3. If your brand was a person, who would it be?
  4. What are your long term plans for your business?


Once you’ve answered these and built your positioning statement, you can start working on the different ways to express your brand. Consistency is key to representing your business’ identity in every interaction a customer could have with your brand. The most obvious representation is visually, which is where your logo, colors, and even the font you use for your marketing materials come into play.


Don’t forget that building your brand is a marathon - not a sprint, and feedback from your target audience is the best way to measure whether or not it’s working. Your customers want you to know that you’re listening to them, so ask them the right questions. These questions can help you find out what your brand means to them, how your business sticks out in their mind, and what makes a lasting impression in their mind.

Originally published January, 2015

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