Branding a Small Business

Branding is a marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products. Branding is derived from what a company believes, from its goals and from how their customers perceive them. It is important to define the company’s brand early on; it should even be part of the business plan. Branding will help customers remember and trust one company over another.

Branding Blog by Across the HorizonsStart with the basics, a logo. A logo can be used on virtually every aspect of a business. This can encompass anything from letterheads, emails, business cards, website, social media and even t-shirts. It may be wise to hire a professional graphic designer to develop the logo. This may cost more money up front but it will be worth it in the long run. Using clip art for a logo looks unprofessional and points out “new business owner” vibe.

Other branding needs that should be defined and maintained are: color, voice, and a tagline. Colors used in company materials that the public would see, need to be consistent. A singular voice for a company is vital to branding and brand recognition. A singular company voice lends a feeling of stability and consistency for a company. The tagline must be short, powerful and most importantly, define the company’s mission.

There are a few things to keep in mind when starting a branding project. It is important to know what not to do when it comes to branding.

  1. Changing the company’s brand concepts frequently. Give consumers a chance to digest the new brand set in place. Changing it too fast can make them confused and less likely to trust.
  2. Ignoring the needs of customers. When starting a new brand imagine it is easy to think of the companies wants but it is the target audience needs that must be met.
  3. Breaking brand promises. If a company does not deliver on a brand promise, customers will hold the company accountable. This can be detrimental for a new company trying to build a loyal customer base.

The point to remember…. consistency is vital to branding.

For additional help with branding contact Across the Horizons at


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