Branding for Startups and Small Businesses

Why is Branding Important for Small Businesses?

There’s a common misconception that branding is solely for established businesses with huge marketing and advertising budgets. Quite the contrary. Small businesses are the ones that need a strong brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… identity to stand out and remain competitive in today’s crowded landscape where everyone is competing for attention. A brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… is a promise to your customers that tells them what they can expect from your products and services and how it differentiates from your competitors.

Brands mean different things to different people at different times. Your company’s brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… is more than just a fancy logo. The American Marketing Association and Investopedia define a brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… as(Article Submission)
It is a process of submitting an article related to your website. an identifying symbol, mark, logo, name, word, and/or sentence that companies use to distinguish their product from others. A combination of one or more of those elements can be utilized to create a brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… identity. Your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… is derived from who you are, who you want to be and who people perceive you to be. Style guides can act as(Article Submission)
It is a process of submitting an article related to your website. an outline or guide for going through the branding process.

Elements of a Style Guide

Style guides help ensure a consistent and continuous brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… experience across the board for your users. A style guide is also known as(Article Submission)
It is a process of submitting an article related to your website. a manual of style that sets the toneTone is a color or hue variation created by adding gray or tint and shade variations to create a mor…, standards, and design guidelines across all customer touch points. Below are some of the most common elements of a style guide.

• BrandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… Story – Your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… story should be a cohesive narrative that evokes emotions and inspires people to make them want to do business with you. In an era when things are automated and people are constantly being sold to, people are craving the emotional connection that humanizes brands.
  • What is your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… about?
    • Mission Statement – Your mission statement should clearly communicate your brand’s purpose and objectives.
    • BrandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… Vision – Your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… vision is what you envision your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… to ultimately achieve or where you want your work to lead you – the ideas behind your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… that help guide the future.
    • Core Values – Your brand’s core values are the beliefs that your company stands for and serves as(Article Submission)
      It is a process of submitting an article related to your website. a guide to your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… story, actions, behaviors, and decision-making process.
    • BrandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… Personality – BrandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… personality is a set of human characteristics attributed to a brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… name in which the customer can relate to. Five personality traits attributed to the dimensions of brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… personality are sincerity, excitement, competence, sophistication, and ruggedness. In the table below are common terms used to describe each of the different dimensions of brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… personality.

Your Logo

• Logo – Your logo, also known as(Article Submission)
  It is a process of submitting an article related to your website. iconAn icon is a small image, usually a symbol, used to graphically represent a software program, file,…, symbol, or brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… signature is used to represent your organization. The goal is to get to the point where it’s instantly as(Article Submission)
  It is a process of submitting an article related to your website. recognizable as(Article Submission)
  It is a process of submitting an article related to your website. Nike’s swoosh, McDonald’s golden arches, or Starbuck’s two-tailed mermaid.
  • Your style guide should include and established set of rules for logo usage.
• Clear spacing rules – For example, there must be at least a half and inch space between your logo and any other graphic or text element on the same page.

Colors

• Color Palette• A palette is the color scheme of a specific design or brand – making up part of a brand’s styl… – Your style guide should include your core color palette• A palette is the color scheme of a specific design or brand – making up part of a brand’s styl… with HEXA color hex code is a hexadecimal way to represent a color in RGB format by combining three values… codes, RGBThe RGB color model is an additive color model in which the primary colors of light, red, green, and… and CMYKThe CMYK acronym stands for Cyan, Magenta, Yellow, and Key. The CMYK color model is a subtractive c… values, shades, tints, and acceptable variations with examples.
• RGBThe RGB color model is an additive color model in which the primary colors of light, red, green, and… – RGBThe RGB color model is an additive color model in which the primary colors of light, red, green, and… is a color model that refers to mixing light and is used to display• Make a prominent exhibition of (something) in a place where it can be easily seen.
  • An ele… things digitally on a screen. The RGBThe RGB color model is an additive color model in which the primary colors of light, red, green, and… color model is an additive color model in which red, green, and blue light are combined and mixed together in various ways to reproduce a broad array of colors.
• HEXA color hex code is a hexadecimal way to represent a color in RGB format by combining three values… – A HEXA color hex code is a hexadecimal way to represent a color in RGB format by combining three values… code or hexadecimal color valueColor value is the amount of light reflected to produce the lightness (luminosity) or darkness of a … is a six-digit combination of letters and numbers preceded by a # sign that is basically shorthand for RGBThe RGB color model is an additive color model in which the primary colors of light, red, green, and… (red, green, and blue) values; HEXA color hex code is a hexadecimal way to represent a color in RGB format by combining three values… color code values are used in digital display• Make a prominent exhibition of (something) in a place where it can be easily seen.
  • An ele… like on websites or computer programs.
  • CMYKThe CMYK acronym stands for Cyan, Magenta, Yellow, and Key. The CMYK color model is a subtractive c… – CMYKThe CMYK acronym stands for Cyan, Magenta, Yellow, and Key. The CMYK color model is a subtractive c… is a process in which tiny dots of cyan, magenta, yellow, and black inks are layered to make the full color spectrum for offset and digital printing. CMYKThe CMYK acronym stands for Cyan, Magenta, Yellow, and Key. The CMYK color model is a subtractive c… is called a subtractive color mixing model because it subtracts colors from light.
  • PantoneThe Pantone Color System, or PMS, is a standardized color matching system widely used all over the… – PantoneThe Pantone Color System, or PMS, is a standardized color matching system widely used all over the… Matching System (PMSThe Pantone Matching System is a standardized color matching system widely used all over the world…) is a proprietary color space used in a variety of industries as(Article Submission)
    It is a process of submitting an article related to your website. a standardized color reproduction system. By standardizing the colors, different manufacturers in different locations can all refer to the PantoneThe Pantone Color System, or PMS, is a standardized color matching system widely used all over the… system to make sure colors match without direct contact with one another.
  • Include permissible color combinations with examples.

Typography

• TypographyTypography is the art and technique of arranging letters to make written language legible, readable … – Including brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… guidelines for the proper use of fonts and typographyTypography is the art and technique of arranging letters to make written language legible, readable … helps designers and marketing professionals ensure that touch points are consistent throughout the customer journeyThe phases a customer goes through while interacting with your business. There are several schools o…; enhancing the brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… experience.
  • Create document styles that are easily accessible in whatever technology you are using to create your documents (Word, InDesign, PowerPoint, Dreamweaver, PowerPoint, etc.) for consistency when producing documentation and marketing materials so that your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… is easily recognizable.
  • Outline for your typographyTypography is the art and technique of arranging letters to make written language legible, readable … system – It’s important to specify rules for what fontA font is a set of printable or displayable text character s in a specific style and size. The type…, styles, and graphical elements are to be used for each element of a document. For example there should be styles in place for page elements like: headersAn HTML element that defines the introductory content. This information is displayed on the actual w…, body(also known as HTML Body Element): The area of HTML code containing all of the page information, su…, links, bullets, indentation, spacing, etc.
  • FontA font is a set of printable or displayable text character s in a specific style and size. The type… / Typeface – The easiest way to remember the difference between a fontA font is a set of printable or displayable text character s in a specific style and size. The type… and a typeface is a fontA font is a set of printable or displayable text character s in a specific style and size. The type… is the file and the typeface is the idea.
    • Typeface – the visual design of a collection of characters like letters, numbers, and symbols.
    • FontA font is a set of printable or displayable text character s in a specific style and size. The type… – a piece of software a type designer makes that you install on your computer that allows you to use the typeface.
    • Personalities – Like people, types have different personalities that can convey mood, attitude, and toneTone is a color or hue variation created by adding gray or tint and shade variations to create a mor…. Below are some common type personalities or moods and words used to describe them.

• FontA font is a set of printable or displayable text character s in a specific style and size. The type…/Type Pairings – TypographyTypography is the art and technique of arranging letters to make written language legible, readable … is the most important part of branding and graphic design. Below are a few things to consider when deciding which typeface to represent your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… and which types might pair well together.
  • Use fonts from the same family
    • Don’t use more than 3 fonts per page
    • Pair contrasting typefaces
    • Combine serif with san serif
    • Mix contrasting weights and sizes
    • Experiment and try different fontA font is a set of printable or displayable text character s in a specific style and size. The type… pairings to see what works to best represent your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se….
  • Web limitations and Google Fonts – There are a set of standardized fonts that can be used on the internet across various devices and browsers without any data or quality loss. Below is a chart of web safe fonts with samples of how they would display• Make a prominent exhibition of (something) in a place where it can be easily seen.
    • An ele… with different styles applied to the typefaces.

• Google rolled out Google Fonts that gives designers more of a variety of type styles. Google Fonts is an open sourceThe origin of your traffic, such as a search engine or website. Medium: the general category of the … library of thousands of free licensed fontA font is a set of printable or displayable text character s in a specific style and size. The type… families, an interactive web directory for browsing the library, and APIs for conveniently using the fonts via HTMLHypertext Markup Language – The coding language used to build almost all websites. HTML is the found… and CSS(Cascading Style Sheet)
  Code used to style a web document. Cascading Style Sheets is a style shee….

Brand Personality

• BrandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… Voice – BrandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… voice is what is said and brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… toneTone is a color or hue variation created by adding gray or tint and shade variations to create a mor… is how it is said. Your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… voice is the foundation of your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… personality.
  • Things to consider when developing your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… voice:
    • Research and understand your target market
      • Where does your target demographic do their research?
      • Where does your target market shop?
      • What are your competitors doing?
      • What toneTone is a color or hue variation created by adding gray or tint and shade variations to create a mor… or voice is appropriate for your industry? For example, if you are Dove selling personal care products, your toneTone is a color or hue variation created by adding gray or tint and shade variations to create a mor… would be much softer than if you were selling car parts.
      • Try not to copy your competitors and come up with your own USP (unique selling proposition).
    • Choose and use your words wisely to leave a lasting impression.
      • Do your words invoke a positive and energetic emotion or a dull and cold feeling?
      • Include words to use and words not to use in your advertising copy and website content.
      • Be consistent in your toneTone is a color or hue variation created by adding gray or tint and shade variations to create a mor… and messaging. Consistency is key.
      • Provide examples of do’s and don’ts for grammar, punctuation, spelling, vocabulary, naming, and toneTone is a color or hue variation created by adding gray or tint and shade variations to create a mor….
  • Storytelling – BrandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… storytelling with the right images and vocabulary can strengthen the emotional connection you have with your audience. Choose your words wisely.
    • Does your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… visual and verbal storytelling accurately explain and portray the who, what, how, and why of your brand’s narrative?
    • Are you including your customer in your narrative? Engaging your customers with helps create long term emotional bonds with your customers.
• Imagery
  • Photos vs illustration – Does your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… use a lot of photography or illustration. Are you consistent with the types of images you are using? Do the images accurately represent your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se…?
  • Styles – Does the style of the images you are using accurately represent the toneTone is a color or hue variation created by adding gray or tint and shade variations to create a mor… of your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se…? Is the imagery you are using consistent with your messaging?
  • Concepts – Do you have a solid brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… concept in place? Is the messaging and mood cohesive and recognizable?
  • Composition – Establish guidelines on the sizing, placement and colors for the different types of layout scenarios. For example landing pages, advertisements, postcards, emails, social media, and all other customer touch points so they are recognizable. Consistency is key.

Testimonials, Reviews, and Referrals

The way people interact and engage with brands has changed over the last few decades. It’s about establishing trust with your audience. The internet and social media have given customers a voice and platform. ReferralThe website a user visited prior to visiting another website. Typically the user clicked on a link t… marketing can take many forms, but at its core, it’s a way to get your biggest fans to help spread the word about your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se….

• Word-of-mouth referrals drive at least 5x more sales than paid impressionsThe number of times an ad or listing appeared. This does not always mean that a user actually viewed….
• Customers acquired through word-of-mouth spend 2x more and make 2x as(Article Submission)
  It is a process of submitting an article related to your website. many referrals themselves.
• Referred leads convert over 30% more and have a 16% higher lifetime value than leads acquired through other channels.
• Most Americans would select word-of-mouth if they could only choose one sourceThe origin of your traffic, such as a search engine or website. Medium: the general category of the … for information on potential purchases.

Conclusion

Your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… is more than that iconic logo that you paid a reputable designer a lot of money to create for you. A brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… isn’t what you tell people your business is about. Ultimately, a brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… is people’s perception of your company and what they tell other people about your business. Your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… is about the customer journeyThe phases a customer goes through while interacting with your business. There are several schools o… and the emotions that your customers experience from customer service to the visuals and messaging evoked with each engagement. There are numerous tools and resources on how to measure brand awareness; you simply need to choose the ones that best suit your needs and circumstances. Each interaction that a customer has with your brandA brand is a name, term, design, symbol or any other feature that identifies one seller’s good or se… should reinforce their perception of your company, products, and services.