I’ll admit it, creating a successful brand for your small business can be a lot of fun. Or it can be a nightmare. If you’re not a web or graphic designer – and my guess is most of you are not – selecting things like colors, fonts, and layouts, may be at the bottom of your list of “fun things to do today.”
But what you may not realize is how beneficial a consistent, personalized brand can be for your sales.
After all, your brand has a lot to do with first impressions. How are you representing yourself to prospective customers when they first visit your website, walk through your door, or run across your ad in the local paper?
We all know how important first impressions can be. Especially when you’re trying to convince someone (in mere moments) to select you over your competition. Convince them that only you can provide the solution to their problem.
On a very basic level, this is sales. You must appear to be the only business that can solve your customer’s problem in the way they need it solved.
What?! I hear you ask… That can be done through branding?
Oh, you bet it can!
A well thought out brand will do the following for your business.
Clearly deliver your message.
Your brand should be an example of your company personality visually as well as through written words.
A cohesive brand tells people you have your act together. Opening this gym and becoming a certified yoga instructor isn’t some fly-by-the-night phase of your life. You’re in this for the long haul!
Emotionally connect your prospects with your product or service.
How you present your business, your products, and your services is all part of the emotional buying journey for your future life-long loyal customers. Your brand can make them laugh, it can make them feel empowered, and it can motivate them to be better people. It’s through these emotions, they are motivated to buy.
Which brings us to one of the most important items on our list…
Branding motivates your customer to buy.
When your customer feels connected to you and trusts you, they buy from you. A successful brand makes your customers feel like they can relate to you. It makes them feel like they belong with you.
And finally, a successful brand creates customer loyalty.
With clear branding, you give your customers an easy way to promote you to their individual communities. A recognizable logo, consistent colors, fonts, voice, and personality are all shareable. And with social media being the lighting fast communication method it is, that is exactly what you want. A brand that is recognizable and sharable.
However, if you use different colors and fonts for every web page, brochure, business card, and social media post, you’re sending a message that you don’t pay attention to detail, you may not know who you are as a business, and that you’re not consistent. Your customers will feel the disconnect.
If you write with a formal voice on your website but are playful or goofy in your blog posts, your readers will feel the disconnect.
If your Instagram account includes pictures of bunnies and kittens one day but talks about business books and scientific studies the next, your followers will feel the disconnect.
Are there ways to work the fun into the formal? Absolutely. But there is a time and a place for everything. Focus on the message and personality of your business first.
Looking for more help with branding your small business? Download the Small Business Branding Checklist and take a closer look at how your brand stacks up.