A brand is the sum of your customers' and potential customers' experiences with your company. A strong brand communicates what your company does and how it does it and, at the same time, establishes trust and credibility. Your brand lives in everyday interactions with your customers, the images you share, the messages you post on your website, the content of your marketing materials, and your posts on social networks.​

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How can a small business develop a strong brand on a tiny budget?

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Be unique. An innovative campaign that gets people to “Think Different” is what we strive for. What makes your business unique? What do you do that others in your industry do not do? Grow your community. Many of the world’s best brands, including Google, Amazon, Virgin,

Facebook and Skype spend modest sums on advertising and instead focus on building and improving their communities. Small businesses have many opportunities to create online and offline communities. For example, you can create online communities on Twitter, Facebook, your small business blog, Instagram, or other social networks. And remember that you can’t be in all places at once. Pick one or two areas to focus on building your community, and invest your time and resources there.

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Build great products and services.  Consider that 
the number one reason people select a brand is because 
they have an all-around GREAT BRAND! Some companies 
stop focusing on building great products and services when 
they become successful. This is a MISTAKE! A strong 
brand will suffer when it creates average or below average 
products or services.

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Have a good name and logo. A strong brand is easily 
recognizable. Recognition starts with the name of your 
business. The name will appear on your business cards, 
letterhead, website, social networks, promotional materials, products, and everywhere in print and online to identify your company or your company’s products and/or services. 

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It’s not enough to have a recognizable name. People commonly associate brands with the brand’s logo. As you think about your logo, keep your audience and products/services in mind because you want your logo to reflect your company. A good logo builds trust, and a strong logo will help to pull your brand together.

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Find your voice. What you say is important, but don’t overlook how you say it. Your company’s “voice” is the language and personality you and your employees will use to deliver your branding message and reach your customers. Successful brands speak with a unique voice.

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Be consistent. Many small businesses need to change their messaging depending on their audience. For example, a company might take a more serious tone on their website but a very lighthearted tone on their Facebook fan page. This can be confusing for your customers and potential customers. To build and maintain a strong brand, every aspect of your brand should be as good as your product or service, and you must consistently present your brand. This includes your company’s name, logo, overall aesthetic design, products and services, marketing materials, website, appearances at trade shows and conferences, content posted to social networks, etc. 

 

Why should you care about brand consistency? It would be best if you cared because brand consistency leads to familiarity, and familiarity leads to trust.

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Empower your customers. You are not in control of your brand. You can set your brand’s direction, but your customers and potential customers determine how your brand is perceived. People can become your brand’s ambassadors – spreading your ideas and brand to their networks. Spend time nurturing relationships with such people. Who are they? What can they give and get to help your brand? Ultimately, successful brands recognize that if they allow their customers to succeed, the customers will, in turn, help the brand grow.