If building a brand isn’t at the top of your list of priorities for your new business, it’s time to put it there. Branding is just as important for small businesses as it is for large corporations. Every business had to start somewhere and, over time, the branding decisions those owners made in the beginning would help their customers to recognize them and continue supporting them as they grew.

The same can be true for your business. Get started with these tips for how to create a brand identity.


1. Define Your Brand

Start by taking a look at where your business is and where you want it to go. Use those key points to determine your messaging. Answer a few key questions to get started.

  • What products or services are you currently offering?
  • What products or services would you like to offer in the near future?
  • Who is your target audience?


2. Look at Other Brands in Your Industry

This is an important step when creating your brand’s identity because you’ll see how other successful businesses have approached branding. Use what you find during this step to find elements that will help shape your own brand identity without imitating others too closely. This includes major brands. It can be tempting to see how well they’ve done at creating a quality logo, tagline, and message and adopt a very similar look and voice. Your business will be much better off cultivating a strong reputation for quality service and products, with a unique look and voice of your own.


3. Consider Your Mission

The mission of your business should encompass the reason for the business existing. This statement will help drive all the decisions made about the business going forward, including branding elements.  Every part of your branding, from the colors of your logo to your tagline to your profile pictures on social media should reflect your mission statement.


4. Choose Your Colors

Color is an important part of your brand’s story. Every color will invoke a different emotion, which can directly impact how customers react to your messaging. Those reactions happen quickly. According to Satyendra Singh, author of Impact of Colors in Marketing, “People make up their minds within 90 seconds of their initial interactions with either people or products. About 62‐90 percent of the assessment is based on colors alone.” This infographic shows the meaning behind each color, which can help guide you as you choose your brand’s color scheme.


5. Design a Logo

When you think about well-known brands, the first thought to come to mind is likely the imagery that the brand uses.  Your logo is incredibly important as it will become the image that represents your business’ identity. This is the image that will, hopefully, come to mind as soon as your customers and potential customers hear your business’ name. Your logo should be both simple and memorable. This is one area where spending money to hire a professional designer is well worth it.


6. Create a Brand Voice

After creating the elements of your brand, you’ll also want to create your brand’s voice. This is the voice you’ll use when communicating with customers and business partners. It will determine how you create social media posts. It will guide the content on your website and blog. When determining your voice, it can be helpful to think of your brand as a person. The voice you choose will depend on the personality you want to convey. These are some common adjectives to consider when determining the personality and voice of your brand.

  • Friendly
  • Professional
  • Informative
  • Conversational
  • Energetic
  • Approachable


7. Be Consistent

After taking the time to create your brand, it’s important to be consistent. Everything you post online, create in print, and communicate in person should align with the branding you’ve created. By maintaining a consistent image, voice, and message, you’ll improve your business’ recognizability and develop a strong reputation in your industry.

As you work to build your brand’s identity, you might need some help along the way. Strategic Capital is here to help. Get in touch to learn more about the resources available to your small business.

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Jess Barnes | Jess has a passion for helping small business owners build their brands and connect with their customers. She writes about money, tech, and marketing for blogs and businesses.