Why a strong brand is so important to a Small Business

by | Feb 23, 2021

Most of us think the word brand means a company name or a large organisation, much like Amazon, Nike or Tesco. Other well-known brands are available!

But actually, it’s so much more than a name. A brand can change the way someone feels about you as a business, can make you stand out, and adds value.

 

So, what is a brand exactly?

The short answer is everything that your company is, the way it looks and the way it communicates to people.

It is everything that someone thinks about your company. The way they perceive you and in short whether they want to do business with you.

But is that important to a small business? Absolutely! So very important.

Take this scenario for instance. You want some electrical work done at home, so you head to our good friend Google. You tap in ‘electrical company Oxford’ (or appropriate town name).

First of all, and let me mention this, because if you are a regular reader of our blog, we’ll mention it a lot, Google is the only place people go now. Yes, there are other places, you might go to your local paper or newsletter but did you know Google owned 91.38% of all search traffic in 2020. Which means if you either a) don’t have a website, or b) don’t spend too much time or effort looking after your website, which means you won’t even pop up on the first page or so of search results means you are already out of the running.

So back to our story. You’ve Googled and found a couple of local electricians. You take a look at their websites. The first one (Company A) has a very professional website; everything is laid out nicely and spelled correctly. There are pictures of recent work they have completed, along with their contact details and email on the home page. They blog about their knowledge and experience and have pictures of themselves on their site.

The second is also local (Company B), they have a few testimonials on their site, but they’ve got a few broken pages that don’t work, and it’s only a contact form – there is no phone number or email address. There aren’t any pictures for you to see, but you want to get a couple of quotes, so you contact them both.

Straight away you receive an email from company A, thanking you for your enquiry and giving you an estimated time of response. But you receive nothing from Company B.

Fast forward a couple of days and you receive an email from them both. Company A sends you a lovely laid out quote on headed paper and details how you can go ahead with the quote. Company B – responds with an email, and although the quote is slightly cheaper, you feel more comfortable spending your money with Company A, because they took their time to reflect their brand in their communication with you.

So, this should be true with your business. From the moment they land on your home page they are deciding whether they will shop with you or not. Branding creates trust, following through this branding through every step of your communication further supports this trust and will make you stand out in a crowd.

Here is the list of things you need to consider when creating your brand:

 

Your Logo

Yes, you can spend thousands on creating a logo, but nowadays you don’t need to. There are plenty of options available on ETSY that will create you a new logo for as little as £10. They will provide you with all the versions of your logo that you will need going forwards. Think about the colours that your audience will like. Keep it simple.

 

Brand Colours

Once you have your logo created, pick 5 – 6 colours that compliment your logo colours, if you’re not sure, have a look on Pinterest for some guidance. If your main colour is pink, just pop ‘pink brand palette’ in the search terms and you’ll get loads of inspiration pop up.

Brand-Colour-Pallet

 

Your Font

Ok, this is slightly trickier, but pop into word, Canva, or whatever system you might be using and choose two fonts that you really like. One for all of your titles and bigger headings, and one for the main body of text. You can also buy fonts if you want to, but there are so many choices now for free, you really don’t need to.

 

Images

Decide on the sort of images you like. Do you like product photography, lifestyle imagery (that’s people or products in real-life situations). Is your image style dark and moody, light and airy, clean and crisp? Pick a style and stick to it.

There are tons of free and low-cost image galleries out there, Unsplash is a great one to look at https://unsplash.com/ or if you can afford, invest in your own brand imagery. The best images are the ones that truly represent YOUR company. Have a look at our bespoke low-cost image photoshoots.

 Template-Brand-Image

Brand Guide

Once you’ve got all of the bits above together, pop them all on a template. This you can stick on the wall in your office, save to your phone or send to suppliers, this way every piece of communication you do going forwards, whether it be on your social media accounts, website, clothing or printed items, you can be sure they will all look the same. If you’re looking for an easy-to-use template, we have one for available for you to update in Canva or Photoshop, whichever your preference. 

Brand-Guide

 

 

The Way You Speak

Fancy marketing speak for this would be ‘tone of voice’ but let’s just say, it’s the way you speak. Not always relevant but it’s something to think about if you are creating a lot of content for your website, or social media. Are you talking to customers as if they are friends, if so, you want a chatty easy to understand tone of voice, but if you are selling to an audience of professionals, for instance, you may want to come across more serious, and informative? One big thing, though, spelling and grammar, please get this right. It’s hard to get these wrong now, there are plenty of online places you can go to check spellings. All word documents now will pick up incorrect spellings and grammar. And if you’re not sure get someone else to read it, another pair of eyes is ALWAYS a good shout.

So, there we have it, a quick run-down on how to build a strong brand, and to make it look as though you know what you are doing, even if you’re not quite sure yourself.

If you would like help with any part of your marketing, feel free to contact us. We specialise in assisting small businesses start their marketing journey without spending a fortune.

 

 

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AMIE AND EMMA

Hi, we're Amie and Emma

We’re small business marketing specialists. Working with even the smallest businesses and one man bands and helping them on their marketing journey. 

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