Creating a brand identity takes time, research, and commitment. It is not simply about an aesthetically pleasing logo or colour palette. Rather, it is an in-depth insight into how your business looks, feels and speaks to customers, how credibly your business comes across and how your customer service is experienced.
According to the Guardian,, even SMEs can aim high when it comes to creating a strong brand. There is no reason to doubt that an SME can go global with the correct branding and identity.
How to Create Brand identity:
. Ensure that the target market has been researched thoroughly.
. Create a logo, font, typography, and a colour palette. There are professionals, such as a brand strategy agency, who can help with this creative process.
. Clarity, consistency, and commitment. Great branding doesn’t happen overnight. A consistent and clear message must be delivered to customers with a tone that inspires confidence.
. Pinpoint the story of your brand. A clear outline of brand values, what issues your brand solves, what your brand can offer and what your plans are long term.
. Refine and amend as necessary. Brand identity is an ever-evolving discipline. Over time, changes and amendments may be made in line with feedback as to what works and what doesn’t. Don’t be afraid to realign and adjust.
Enlisting the help and guidance of a brand strategy agency can help SMEs to undertake the necessary research and planning in order to implement and create highly effective branding. This engages the correct customer base and is aligned with the business focus and values. A brand strategy agency can be as involved as you wish, from the research and planning to identifying who your customer is and what they want, or simply creating and designing assets.
Conclusion
Branding is not a luxury but an absolute essential, even for small businesses. Competition is now higher than ever, with a vast array of online services available globally at the click of a button. Branding and business are not simply two separate entities; your business is your brand and vice versa. For small businesses who lack the mammoth marketing campaign budgets of larger corporations, it is even more critical that they understand who they are, what they offer and to whom they are offering it. The rewards for strong branding are immeasurable.