Small Business Branding Tips

Small business owners face numerous challenges when running a business — staying updated with the latest trends, managing limited resources, creating high-quality content, and effectively engaging with target audiences. But limited budgets and manpower make it hard for small businesses to invest in communication tools and strategies which lead to subpar execution of communication plans and, truthfully, hinders the ability to be competitive within your niche resulting in a negative brand reputation.

Producing consistent, engaging, high-quality content requires time, creativity, and expertise. Sure, you can try searching for video marketing tools for beginners or how to create a social media strategy for small business, but the not-so-secret-secret is that whatever tools you use still demand consistent, reliable resources. To be completely transparent here and to make sure we’re on the same page, inconsistency is where brands go to die a slow, agonizing death.

Listen, I get it. That’s why I put together a few tips that small businesses can implement to help build their brand.

How do I develop a consistent brand message across different platforms?

Ensuring cohesive messaging across all your digital platforms (e.g., social media, email, website, etc.) is challenging, let alone having to produce your own content, too. However, inconsistent messaging and content confuses your audience and dilutes your brand. Yes, artificial intelligence (AI) is all around us and provides some useful resources with a few keystrokes, but before you go down this road please view this quick read on ethical considerations of AI driven content and how it can affect your brand negatively. Creating brand guidelines help outline your visual and messaging standards to ensure consistency across the board, and ensuring a cohesive brand presence.

What are some common small business branding mistakes to avoid?

I could teach a week long workshop on branding blunders that businesses, both large and small, are guilty of. After all, we are human and we make mistakes. The best advice I can give here is (1) neglecting customer feedback can lead to missed opportunities for improvement, and (2) copying your competitors’ branding strategies undermine why your brand in unique. Focus on what sets your brand apart and be fully vested in that story.

How do I build a brand that resonates with my target audience?

Understanding your target audience is critical to building a brand that will resonate with them. Market research insights can help you identify their preferences, pain points, and values that allows you to tailor your brand messaging. But, this process is two-fold. You must engage with your audience to strengthen your brand’s connection with them and keep building a brand that they seek out amongst the competition.

How can I use storytelling to enhance my small business brand?

This is where you can humanize your brand and make it relatable to your audience. Great brand storytelling makes an emotional connection with the audience, much like a recent Publix summer commercial. Publix is brilliant in their marketing strategy because they are selling a feeling, not a thing off the shelf. The care-free attitude that summertime brings for many Americans resonates with audiences in this commercial because they are able to visualize themselves in any of these scenarios. Finding the one thing that draws your audience in and makes them feel like they’re part of your brand story is pure magic, and the secret sauce to great brand storytelling.

Want my advice?

Keep it simple. At a minimum, create a content calendar that can help you keep your objectives in mind for what you’re trying to achieve this week, month, or quarter for your small business. I have a weekly content calendar template available for download to help you get started. For busy schedules, this helps ensure that your content is being shared on your owned media channels while you’re focusing your time elsewhere.

Hiring a public relations professional like myself offers significant benefits for small business owners who are spread thin across multiple responsibilities. By leveraging the strengths of your business, addressing weaknesses, and capitalizing on opportunities, I can help elevate your brand, manage its reputation, and ultimately contribute to your business’s growth and success.

Are you ready to sail to success? Email me to chart your bold new voyage today!